Mossimo is set to triple its store network and overhaul its product offer as it prepares to celebrate 25 years in operation.
The streetwear label is run domestically and in New Zealand by Pacific Brands' youth business Brand Collective. It recently appointed a new brand manager, Chris Silverman, to direct its new approach.
Silverman said the label currently has nine stores nationally and will build to a 30-store network over the next two to three years. The news mirrors that of fellow Brand Collective label Superdry, which recently announced its goal to reach 30 stores nationally over the same time frame.
"Wholesale is about two-thirds of our overall business," Silverman said. "Retail is about a third and quickly growing."
Each new store will feature a new fit out, designed by Melbourne-based retail architecture company Parker Designs. The first will open in Parramatta, NSW in March. Existing stores will also be overhauled, beginning with its Highpoint, Melbourne store in March.
"We will also look at our current leases when they expire and see if they are the right locations," he said.
Silverman has appointed product category directors to boost the trend level and quality of design across men's and women's apparel, denim, junior apparel, footwear and accessories.
"The transformation from last season to now is pretty dramatic. Particularly for womenswear, which was kind of an afterthought and the team were trying to dabble in it. Now I have a small but really good women's design team.”
He said prices had not been raised as part of the overhaul, but the company is working harder on supplier arrangements to maintain current costs.
"In the past, it was a lot more about margins, but to me the most important thing is the [quality of] product," he said.
To celebrate the brand's 25th anniversary it will release limited edition collections across each category in September 2011. New ventures into sunglasses and swimwear will be launched, which Silverman hopes will become ongoing categories for the label.
Mossimo has hired advertising firm Clemenger to assist with a fresh approach to marketing for 2011. The label originated in the US and in Australia is stocked in Mossimo stores, Myer department stores as well as independent boutiques.
Melinda Oliver