Guess, Tommy Hilfiger firm en route

 

NATIONAL: American swimwear firm Raj Manufacturing is ramping up its presence in the Australian market, with the launch of two new labels and a direct selling strategy for the Hurley brand.

Raj designs, manufactures and markets designer and private label swimwear for names such as Guess, Tommy Hilfiger, O’Neill, Ella Moss and St John.

Director of international sales Stephanie Iannazzone said Australia will be a key focus for the company this year, with labels Splendid and Luxe by Lisa Vogel (LBLV) launching at the Australian Swimwear Show in Queensland next month.

“It only makes sense to launch in Australia where everyone needs a ‘cossie’, and our goal would be to make all three [Splendid, LBLV and Hurley] brands household names,” she said.

“Raj has been designing, manufacturing, and selling women’s swimwear for over 40 years. We are experts in this field and Australians need and want swimwear;  it is part of the culture so it is a great fit.”

The Splendid collection will include brightly coloured mix-and-match pieces in nine vignettes, with average wholesale prices around $34.

The LBLV range will feature flowing and form-fitting pieces using fabrics such as textured tulle and chiffon in black, blue, aubergine and olive. Average wholesale prices will be $50, with average retail at $107 per piece. Iannazzone said she expects both Splendid and LBLV to release one to two collections a year.

The company will also be changing the distribution model for Australian swimwear brand Hurley to offer more competitive pricing.

Hurley currently has over 300 stockists throughout Australia and New Zealand and has been distributed for the past three years through Hurley Australia's offices and teams. Raj Manufacturing has always designed and manufactured the labels, but has decided to take the selling model direct in the Oceania region.

The shift will see Hurley sold directly into the Australian market by Raj, but with the existing sales team retained. Iannazzone said the change would result in more competitive pricing, speed to market, and replenishment options.

“This change will benefit stores because they will be able to react to key selling items and be replenished quickly in order to drive sales and margin,” she said. “The consumer then benefits from the more competitive pricing and we will also be offering a much broader selection of products.”

Daniela Aroche