As previously reported in Ragtrader [July 1], Metalicus is currently in the process of rolling out a new store design across nine Australian stores, developed by design company Hecker Guthrie, to appeal to the global market as well as its local following.
Metalicus general manager Alex Brandon said the store revamp is the first phase in the brand’s global strategy, ahead of its entry into the Middle East in approximately 12 months.
“Outside of Australia, we’re currently looking at a deal with a partner in the Middle East to open stores across the region, including locations in Dubai, Qatar and Saudi Arabia. We’re currently in early negotiations with five potential partners and we’re looking to select one within the next three months,” he said.
“The plan then is to undertake an international roll-out there of up to 20 stand-alone stores and hopefully that will start within a year.”
The brand, which currently sells out of 40 Australian stores including concessions at department store Myer, is also looking to launch outlets in New Zealand and boost its local store count.
“The target is to increase the number of Metalicus stores in this region from 40 to 65-70 stores. Over the next five years that would include maybe four or five boutiques in NZ, with the rest in Australia, including concessions with Myer which will probably see Metalicus roll out in five or six extra Myer outlets. We’ll probably start launching in New Zealand in 18 months and we’ll probably open about six to eight stores within Australia in the next 12 months – including outlets at two airports,” Brandon said.
Metalicus is also strengthening its design team in preparation for the hectic stretch ahead and will add two new designers to its team within three months, increasing the team total to five. The increase of design resource will also make it easier for the brand to extend its product lines, including a travel capsule collection which could roll out later, exclusive to its airport stores.
“The plan is to make Metalicus a truly international brand with stores across the globe over the next five years,” Brandon said.
“There’s a lot going on. We’re also in discussion with some US partners for retail in America, so we are looking at stand-alone stores there also. That’s really early in discussions at the moment, but it is on the table already.”
Daniela Aroche