GOLD COAST: A surge in the Australian birth rate is among the reasons a Queensland children’s swimwear export business will now sell its wares on home soil.
General manager of Sun Emporium Sally Michael has revealed the swimwear manufacturer and wholesaler will commence selling its sun-protective children’s range to the Australian market in 2010, 13 years after the company began exporting to Asia.
“The fact that the Australian retail market displayed resilience during 2008/09 compared to many export markets, combined with a well-documented baby boom, prompted our decision to launch in the Australian market,” Michael revealed.
The first children’s range available to Australian buyers will be summer 2010/11, with key product including swim separates, coordinating caps, brim hats, swim nappies and pom-pom adorned cotton voile kaftans. The UV 50+ sun-protective swimwear is available in kid’s sizes from double zero to 12, with the babies range featuring snap locks and zipper protection covers. The label is positioned in the mid-market price range, Michael said.
The company is currently working on securing agency representation across Australia, with Verve Fashion Marketing in NSW the first agency to be signed, Michael revealed. She said Sun Emporium would exhibit at forthcoming Australian trade fairs in the hope of securing further wholesale clients, including online retailers.
“Many boutiques now operate excellent online stores, so it will be wonderful to see Sun Emporium swimwear available across all modes of retail,” Michael said.
Sun Emporium currently exports to the UK, US and Europe, with Michael nominating the UK, Greece and Spain as its most successful markets.
“Even though the message of sun protection is still relatively new, exposure at key trade shows in Europe has enabled Sun Emporium to establish a firm following,” Michael said. Sun Emporium manufactures in China and India.
Erin O’Loughlin