Kuta Lines calls for united front

Surfwear manufacturer Kuta Lines is urging smaller businesses in the industry to work together as a group to develop a stronger joint marketing force.
Marketing and sales manager Lynne Brown said the surfwear industry had changed dramatically in recent years, with larger corporations dominating the surfwear scene, forcing the closure of many independent retail stores.
"The smaller firms in Australia are the ones that represent the real spirit of the Australian surfwear industry," said Brown.
"If we could combine our strengths we would have something very powerful. The first idea that springs to mind is to jointly create a supply chain, which would consist of independent surfwear manufacturers and retailers."
Brown noted that while companies which adopted a larger corporate attitude in the past suffered a backlash from surfers, it didn't seem to be the case anymore, adding that if businesses started to creat alliances with companies such as itself, they could be more likely to survive in today's competitive retailing environment.
"Independent retailers stocking big labels [such as] Quiksilver, Billabong and Ripcurl are virtually franchises of the larger companies so they have no guarantee that the big companies won't put one of their shops next door or come knocking to buy them out," said Brown.
"This gives new opportunities for a mixed brand store. Smaller firms are in a great position to take advantage of this if we could put the strength of our different brands together and work with like-minded manufacturers and retailers."
Such a move Brown believes would prevent the corporate sector from completely owning the Australian surfwear industry.
Kuta lines has been manufacturing its goods in Indonesia since the company was founded in 1973, a location which has proved cost effective as it has allowed the company to manufacture smaller quantities for the Australian market.