NATIONAL: Diva is set to explode onto the international market, with plans to grow from 330 to 4000 stores over the next five years.
The fashion accessories chain currently operates 180 stores across Australia and New Zealand, with plans to add an extra 20 stores to the local stable. However BB Retail Capital CEO Brett Blundy said the brand’s interests have swung firmly in the direction of international opportunities.
“The absolute focus and everything we’re doing now – our employment practices, our branding, our shopfits – they’re all global in focus,” said Blundy.
No region is off-limits to the Sydney headquartered brand, which already operates stores in eight countries including Russia, South Africa, Malaysia and the US.
“We’re launching in Thailand first quarter [2010], China in the second quarter, and Europe will be in the second half of the year,” said Blundy.
Diva is undergoing a restructure as a result of the growth plans, with Blundy saying the company is “fast-tracking a number of careers” and cultivating the “very positive” influence of Generation Y.
“For example, we’ve got a girl – Alice Davies is her name – she’s 23 years of age and she’s heading up the US expansion. That’s just extraordinary. I get emotional thinking about it.”
The hunt is also on for general managers, who will be required to spend six months’ training in Australia before taking up any international posts. Blundy revealed the brand is currently recruiting in China, Russia and America.
Other measures Diva is taking to ensure a firm foothold in the global accessories market include the introduction of men’s accessories from January 2010, an investment in e-tailing – the Australian online store went live in November 2009 – and a rollout of stores in airports around the world. The brand has partnered with travel retail specialist Lagardère Services Asia Pacific to open a store in Singapore airport in May 2010, with “several” more stores within the Asia Pacific region to follow under the partnership.
“We already operate in Singapore but the airport arrangement is a separate strategy,” said Blundy. “We’re targeting all airports around the world at this moment, and we operate about a dozen airport sites currently.”
BB Retail Capital is an investment group and the parent company of multiple retail chains, including Diva and Bras n Things.
Erin O’Loughlin.