NATIONAL: Youth surf brand Hot Tuna has undertaken a product overhaul in preparation for a fresh blitz on the Australian market across men’s, women’s and children’s categories.
London-based Hot Tuna International chief executive Geoff O'Connell said he halted the design process for three months in 2009, in order to review and reposition the label and draw on its 40-year heritage.
"We rebriefed our brand director and said that every single product had to have the Hot Tuna piranha logo on it and that's the main focus," he said. "We've got the brand heritage shining through quite nicely now."
Key to the revived look are logo-driven t-shirts, printed board shorts, beach dresses, skirts and singlet tops, with vivid retro colours and foil finishes prominent. Prices for men's and women's t-shirts are around $49 to $69.
"You've got to reflect the economy at the moment and people want product which is not going to go out of date in the first season," he said.
O'Connell stepped into the position 18 months ago with the goal of rebuilding relationships with key accounts in Australia, the UK and US. A main focus was balancing the distribution of product categories so that men's and women's apparel are represented in each region.
After a break of many years, the adult offer is now available in Australia. The company is also broadening its stockist reach for childrenswear and swimwear.
"I'm redoing the focus of the childrenswear at the moment and that will be ready to go in Sydney at Fashion Exposed in March 2011," he said.
"Swimwear will also be available at Fashion Exposed. In America we have our high end swimwear, where in Australia it's traditionally a surfy look. It will go head to head with Roxy.”
O'Connell anticipates the brand will be stocked in 150 to 200 Australian accounts next year, with surf retailers and selected independent boutiques the focus.
The children's range is stocked in department stores David Jones and Myer and O'Connell hopes to extend this to adults within a year. He said it is possible the company will venture into international e-commerce next year.
Hot Tuna originated in Australia in 1969. It is now a UK registered company with a sales office in Sydney. It reduced its operational loss by 21.1 per cent to £543,000 (approximately $880,000) in the six months to December 31, 2009. During the period it also secured partnerships with e-tailers ASOS and Amazon.
Melinda Oliver