SYDNEY: Flower has set in place a determined growth strategy for New South Wales as part of its pitch to become a dominant national womenswear retailer. The Perth-based label will launch into Sydney with five stores over the next six weeks, with sites in Mosman, Balmain Northbridge, Warringah Mall and St Ives locked in.
Over the next 12 months it will open up to seven more stores in NSW, with locations to be confirmed.
This will add to the label’s 19 existing shopfronts across the country, including 11 in Western Australia, five in Queensland and three in South Australia. It also operates an e-commerce service.
Flower owner and managing director Chris Hoffman said the roll-out was the result of a successful summer 2009 season, which saw sales up by 27 per cent on a like-for-like basis on 2008.
“I have a 30-year history in the women’s fashion business, and we have infrastructure and operating systems in the company that we are very confident will enable us to afford a significantly greater number of stores,” he said.
Following Sydney, Hoffman said the brand will move into Melbourne with around 10 to 12 stores. Its Queensland presence will also be boosted, beginning with a new venture on the Gold Coast in October.
Hoffman said the new stores are funded by profits, not borrowing, resulting from conservative financial management over the years.
To support the Sydney stores a billboard campaign will be launched in September, revealing looks for the spring/summer 2010 season.
Flower is pitched at women aged 32 to 48, seeking fashionable yet comfortable attire for social engagements as well as daywear. New product is dropped into stores 10 months of the year. Prices are pitched at mid-level, with separates at around $89 and dresses around $130.
Hoffman said the brand is ranked as the most efficient women’s fashion trader in terms of dollars per square metre at Westfield’s Garden City and Karrinyup centres in WA.
Melinda Oliver