MELBOURNE: The evolution of women's knitwear brand Meredith is almost complete.
The launching of the 47-year-old label's new website earlier this week signals the end to a process begun more than 18 months ago when the brand first sought to redefine its offer.
Since that time in September 2007, the Melbourne brand has set about undertaking a radical facelift, including the introduction of new ranges, new visual merchandising and re-energised logo and swingtags.
Traditionally targeted at women aged 35-plus, the brand specialises in knitwear and woven print styles with yarns and fabrics sourced from the same European factories as Max Mara, Roberto Cavalli and Guy LaRoche.
Meredith brand manager Zoran Belevski said the new website was a strategic step forward for Meredith, which boasts 350 wholesale accounts across Australia and New Zealand, that would reinforce "brand and product identity" across both markets.
Key features of the brand's new site include an extensive brand history, campaign imagery and a retail and wholesale store directory.