The company, which currently operates 29 stores nationally, has revealed plans to double its retail network via 30 new stores by the year 2015, with the first nine outlets to launch by the end of 2012.
Flower will begin its retail rollout in October this year with the opening of an outlet at South Australia’s Burnside Village complex, followed by another two store launches in Queensland at The Oasis Broadbeach Shopping Centre on the Gold Coast and Westfield Carindale, in November 2011 and September 2012 respectively. The next six stores are planned for launch in Sydney throughout 2012, followed by a roll-out of up to 12 stores to take place in Melbourne from 2013-2014.
Flower managing director Chris Hoffmann confirmed market research is currently being undertaken to identify further suitable sites in all states and said the expansion was made possible due to consistently strong sales and strict planning.
“Flower’s immediate success created the impetus for a steady planned expansion program and our business plan sees us operating with approximately 60 stand-alone Flower stores by the end of 2015,” he said.
“Also, one unique aspect of Flower’s financial planning is that all expansion has been financed from within the company – we have no external gearing or borrowings of any kind. We anticipate that the current state of the retail market will present an increasing number of interesting leasing opportunities, particularly in the second half of this financial year. Some retailers who are marginally profitable or highly geared will find the going very tough during this period, but sometimes the best opportunities arise in difficult times.”
Hoffmann said the brand is also working with architectural design firm Doherty Lynch to create a fresh store concept which will be implemented at all new stores as well as existing locations.
“We have commissioned Doherty Lynch to design an exciting new concept for Flower stores as we seek to reposition ourselves in a national marketplace. Our product ranges will now also feature high quality fabrics such as pure silks and cuprammonium as our designers create a new collection. What I can reveal about the new store design is that it will be significantly different from the existing one and is modelled on the classic Central European boutique that you might find in Milan or Paris, so it will be quite different to anything that currently exists in Australian shopping malls,” he said
FLOWER: Pushing its womenswear offer across the domestic market.
