Colorado quietly brings back Balance

 

MELBOURNE: Colorado Group is bringing back to life its heritage casualwear brand Balance. The team that oversees Colorado Group’s JAG brand is facilitating the relaunch, alongside licensee Innovative Concepts Group (ICG).

Colorado revealed ICG also recently obtained the licence for the JAG sleep and loungewear ranges which are “in the early stages of development”.

ICG director Lisa Cassar said consumers’ “fantastic recall” of the brand motivated her decision to pitch the idea of a relaunch to Colorado. The Balance logo is reminiscent of Leonardo da Vinci’s Vitruvian Man drawing.

“The logo is really strongly recognisable,” Cassar said. “We pitched to become the licensee mainly on that point, that the recall of the brand is very, very strong.”

The idea was supported by JAG general manager Jeanette Schwarze. “[ICG] have the skills and resources to support the brand and hence we started the relationship,” Schwarze said. Balance celebrated a soft launch in winter 2010 with its menswear product now stocked in around 30 independent stores nationwide.

Cassar revealed the first marketing push for the brand will commence in September in time for its debut spring/summer collection, with the ultimate goal to get the label in 100 doors nationally.

Cassar is also planning to launch Balance womenswear for winter 2011, the first womenswear range in the brand’s 25-year history.

The new Balance range currently incorporates three broad categories, the first of which is ‘Authentics’, incorporating heritage hoodies, polo shirts and track pants.

‘Balance Life’ features leisurewear coordinates and the fashion category includes cargo pants, denim, woven shirts and outerwear jackets. Price points for the label include $39.95 for t-shirts, polos for $49.95, tracksuit pants from $69 and woven shirts for $69.

Balance was first launched in 1985. Other brands within Colorado Group include Colorado, Diana Ferrari
and Mathers.

Erin O’Loughlin.