EziBuy is making a move back into the menswear market three years after pulling out of the category.
The multichannel retailer will debut Southcape, its new private label menswear brand, in the third week of July. The brand will be offered via EziBuy’s three sales channels, namely e-tail, catalogue order and New Zealand standalone stores.
EziBuy general manager of apparel Myles Taylor said “overwhelming consumer demand” motivated the reinvestment in the category. EziBuy pulled its previous menswear offer from the market in 2008.
Taylor added the brand had been designed to fit alongside the menswear offer at mainstream department stores such as Myer or New Zealand’s Farmers, with “classic essentials” dominating the debut collection.
“These include the vintage look checked shirt, key denim styles, cross hatch shirts, subtle stripe polos and must haves such as pique polos and cargo shorts,” Taylor said.
Retail price points start at $19.99 for a basic t-shirt, while shirts retail from $49.99 and denim from $69.99. Fabrics used in the range include cotton poplin, cotton pique and washed back drills, and sizing will stretch from small to 4XL.
Taylor said EziBuy will promote the new brand to existing customers via its catalogue and to new buyers via online advertising, including paid search listings.
Southcape will join EziBuy’s womenswear brands including “everyday value” label Capture, trend-driven Emerge and plus size label Sara.
EziBuy was founded as a mail order business in 1978 in Palmerston North, New Zealand. Today 50 per cent of the company’s sales are made online via its Australian and New Zealand e-stores. In addition to apparel, the business also sells homewares.
Erin O’Loughlin