NEW ZEALAND: HOTmilk Lingerie has launched a strategy to dramatically build its US and European presence, following the appointment of a new general manager.
The four-year-old nursing lingerie brand intends to increase its total stockist numbers to 2000 by the year 2013, which is more than double its current figure of 823.
It is now stocked in 47 countries, comprising 88 retailers in New Zealand, 292 in Australia, 159 across Europe, 131 in the UK, 72 in Canada, 67 in the US and the rest in other countries.
Newly appointed general manager Scott Newton said the business has appointed a market development manager for both France and the US to identify stores and appoint agents for this push.
"We need to get a good footprint there and both [regions] are enormous in terms of opportunity," he said. "We are really only scratching the surface."
It has also appointed an Australian-based independent contractor to facilitate sales in the ACT, South Australia and Queensland.
Newton said the US market liked basic, clean-lined underwear designs, such as seam-free t-shirt bras in beige tones. He said HOTmilk is reviewing its product offer to service this need. Key to this is a new essentials line, which will launch for summer 2010/11.
It comprises three styles of bras and matching underpants, which will be offered to buyers on a stock-on-hand basis. The 'Luminous' style is a classic champagne colour, the 'Radiance' style is in cameo rose and the 'Blaze' style is jet black. They are made with microfibre, lace and satin.
"We are doing these essentials, but we are also maintaining our fashion indent twice a year," he said.
Each season, three fashion sets are designed in various colours, along with coloured camisoles and sleepwear.
Newton said the company achieved a revenue growth of 26 per cent for the 2009/10 financial year, compared to the previous corresponding period. It is due to launch a summer advertising campaign for point of sale use, featuring six 'real' Australian women in the lingerie, rather than models.
Newton initially joined the company as chief financial officer in March 2009 before stepping into his current role. The qualified chartered accountant has held senior commercial positions at Virgin Mobile and business-to-business media group EMAP.
HOTmilk founders Ange Crosbie and Lisa Ebbing continue to own and co-manage the business, taking care of design, sales and customer service. The company has 14 full-time staff in New Zealand.
Melinda Oliver