Figleaves buys Aussie brands in bulk

One of the UK's largest online retailers figleaves.com has placed substantial orders with nine Australian swimwear and lingerie brands and is on the hunt for more.
Figleaves buyer Amanda Lepar recently embarked on her inaugural buying mission to Australia and during her eight-day trip, organised by the government's export facilitation body Austrade, signed up seven swimwear brands and two lingerie labels.
She has refused to divulge their names until the first deliveries arrive.
"It was my first buying trip to Australia, but I felt the time was right because I'd heard about and seen photographs of all the exciting brands the country has to offer," said Lepar, who viewed up to 18 labels each day during her visit.
"We introduced (Perth-based swimwear label) Sunseeker in February and the sales have been fantastic - it's one our top 10 selling swimwear brands - so we realised that Australian brands have great potential."
Figleaves currently stocks 60 swimwear labels including top-end Australian label Zimmerman, but Lepar revealed plans to buy 30 additional labels in the next year.
The online retailer will also expand its 130-label-strong lingerie portfolio, which currently includes Bonds, Love Kylie, Julianne and Pleasure State. Lepar said she was also considering buying Pleasure State's new diffusion line, White Label.
At present, 50 per cent of all brands sold by figleaves originate from Europe, 30 per cent from Australia and 10 per cent each from Brazil and the US.
"But this is all going to change in the next year," said Lepar. "I expect to increase the number of brands we buy from Australia and the US."
To introduce the nine new Australian brands to its customers, figleaves has planned a marketing initiative, dubbed Australia Week, which will be launched in February, (Northern Hemisphere spring/summer 2006). The labels will be showcased online and featured on the first few pages of the figleaves catalogue.
"Most Australian swimwear companies shoot their photos on the beach which really helps sell the brand online." Lepar said. "They also introduce shapes that we don't have - the halter neck bikini for example - and use good quality fabrics. These are unique selling points."