PERTH: A desire to replicate the international success of Australian surfwear labels is behind the launch of a new childrenswear brand.
GIS International, a company specialising in design and manufacturing services for the European apparel industry, has turned its focus to the Australian market with the creation of childrenswear brand Kangaroo Creek. GIS International director Gabriel Rodriguez-Urrutia said the idea for the launch arose in 2009 when he relocated from Europe to Fremantle.
“It was realised that it could be possible to create an Australian-feel kids brand that would be saleable not only in Australia but also to Europe,” Rodriguez-Urrutia said.
Kangaroo Creek product and marketing will capitalise on Australia’s international image as the ‘lucky country’, Rodriguez-Urrutia added.
“Kangaroo Creek is aiming to replicate the success of surfing brands overseas but targeting the casual and smart market for kids from two to 14 years of age,” he said. “We hope to reach 100 retail accounts for the summer season of 2010 and then double that for the following winter season.”
Kangaroo Creek incorporates two childrenswear labels – Sugar Possum for girls and Bandicoot Kids for boys. The debut summer 2010/11 range from Sugar Possum comprises three collections made up of 60 styles while the Bandicoot Kids range features one collection comprising 20 styles.
Average price points across the two labels are $17 to $30 for tops and $25 to $39 for bottoms, and fabrics include cotton, wool and wool and nylon blends. Both labels are manufactured predominantly in China and India, Rodriguez-Urrutia said.
GIS International will market the brand locally via trade shows and direct marketing initiatives, and to Europe at the Valencia international children’s fair in June 2010. There are plans for future expansion as well.
“We will also be launching an eight to 16 year old brand for boys for winter 2011 in Europe,” Rodriguez-Urrutia said.
Erin O’Loughlin