Corporate twist turns new corner

MELBOURNE: Women's shirting and suiting label Zentini has launched into the menswear market and will round off a year of expansion with a radical branding overhaul.
The brainchild of ex-insurance industry professionals Jacquie McGowan and Amanda Armstrong, Zentini had experienced strong growth since it launched three years ago and was bringing out the men's range as a result of customer demand, confirmed partner Jacquie McGowan.
"We had men coming into our store buying things for their wives and girlfriends and very soon it became clear there was a market there," she said.
The launch of the menswear range - to comprise shirting, cufflinks and ties - would coincide with the opening of a new 45 square metre Collins Street (Melbourne) store in October, while November would see an 88 square metre licensed store opening near Sydney's Martin Place.
Plans were also afoot to open stores in New Zealand, Singapore and possibly Canada, while Zentini also planned to replace its Melbourne Queen Street outlet with a larger store in the same district.
A further three or four more retail outlets - two of them in Sydney - were planned for the next five years, with all stores to feature fresh fit-outs.
"The new look of the stores is really beautiful. It's all about fabric, texture and colour. We're also refreshing our logo and corporate image to reflect more fully what we actually do."
Described as "corporate clothing with a twist", Zentini started with bespoke and off-the-peg women's shirting made from European fabrics - many of them exclusive. Its services included fittings, alterations, dry-cleaning and house or office visits for busy clients.
The company later expanded into suiting that could be sold as separates as well as a selection of complementary pieces including knitwear and dresses, with this year's spring racing carnival to see the launch of Philip Rhodes designed Zentini millinery.
The past 12 months had also seen Zentini branching into the wholesale market, with six Victorian accounts joining its books, McGowan confirmed.
"The wholesale business isn't necessarily a long term business strategy for us. It's more about building the brand's presence in the market," she said.
"It's all happening at the moment. It's a very busy time for us, but it's definitely a lot more fun than insurance."