King said the brand, which will also launch its first Western Australian store in August, was looking at ways to adapt and engage its customers to retain market share in the shifting retail landscape.
“There’s considerable movement in the Australian retail landscape so we need to move with it and keep retail engaging,” he said. “It's about surveying the current environment and responding with a strategy that takes all of this into consideration.”
He also said The Denim Co QVB store, which launched last month, was designed to attract customer attention and is “probably the biggest departure from the General Pants standard format”.
“A difficult trading environment has meant many retailers, including us, have been reducing costs and to some degree this has encroached on customer experience. We felt with this concept we’d indulge the customer with service and range and measure the response.”
The store features the full denim range plus limited edition styles from General Pants suppliers, and offers additional services such as free alterations and delivery to CBD locations. Staff in-store, specially recruited denim experts, also provide fit and style sessions.
King believes this is something “online and big box retailers will struggle to replicate” and said that while the QVB concept store was a “road test”, the brand may consider launching several Denim Co stores based on results.
The new concept store precedes a range of budding developments for the brand, including the upcoming WA outlet in Murray St Mall and a freshly-inked exclusive deal with Selfridges to sell the General Pants Neonhart collection into the UK. The 30-piece Neonhart range by international model Jessica Hart, priced from $69.95 to $139.95, will drop into stores across Australia and England in June and a launch in America is also in the works.
However, King said in general, the brand would be focusing on building its Australian retail network before turning to international expansion. There are six additional stores planned to open in the next six months.
“We have more stores in SA, Victoria, QLD earmarked before looking outside the country, but it is something we will review more closely when the time comes.”
Daniela Aroche