AUCKLAND: Pumpkin Patch has unveiled a new weapon in its strategy to become a global childrenswear company.
The publicly listed business is set to unleash a new kidswear brand into the Australasian market. The label will be unveiled within the next three months and will be sold in stores separate to the existing Pumpkin Patch boutiques.
While Pumpkin Patch would not reveal the name of its new brand, it disclosed it will open six to eight stores for the label across Australasia by year's end.
Pumpkin Patch chief executive officer Maurice Prendergast said new label will focus on playwear.
“It will allow us to participate in a very large part of the market that Pumpkin Patch does not currently cater for and creates long term growth opportunities for us,” Prendergast said.
While the new brand will initially be launched in Australia and New Zealand, Prendergast said there appeared to be opportunities for the label internationally as well.
“We already have interest from a number of wholesale partners who see opportunities for the new brand in their home markets so we are encouraged about what we might be able to do internationally,” he said.
“The launch of this brand is yet another step towards us becoming a truly global childrenswear company.”
Pumpkin Patch also plans to grow the presence of its existing self-titled label, with 30 to 40 Pumpkin Patch store openings scheduled for Australia and New Zealand over the next 3 years.
For more on Pumpkin Patch's expansion plans, pick up a copy of the May 21 edition of Ragtrader magazine.