US-based brand Patagonia will challenge Kathmandu’s market share as it moves to ramp up its retail presence in Australia during the next two months.
The adventure apparel and outdoor equipment brand has confirmed it will open two new stores in Australia by the end of the year, with the first to launch in Melbourne on Chapel St by November 26.
Patagonia general manager Graham Dickinson said the brand is also planning to launch a smaller Patagonia Surf store in Manly before the Christmas holiday period. This will complement Patagonia’s latest local store launch on Bathurst St in Sydney.
“As a true global brand, Sydney was certainly near the top of the list in getting the brand established in Australia. The Australian lifestyle really suits the product Patagonia is well-known for – all about the outdoors, the beach and surf…getting outside and doing something,” he said.
“As a result, there are plans to expand locally in Australia as well as overseas. In the Manly location, it also makes sense to have a strong surf focus that caters to the local community.”
However, Dickinson predicts a bumpy road for the brand, which competes locally with the likes of New Zealand label Kathmandu.
“There will be lots of challenges as it’s a very competitive market,” he said.
“However, the retail expansion will enhance brand awareness and increase product availability. Our brand plan in Australia is to establish the brand as an authentic, high quality performance brand in the outdoor and surf market sectors.”
Patagonia is headquartered in California and currently operates three stores across Australia - in Torquay, Burleigh Heads and Sydney city.
