AUCKLAND: Pumpkin Patch is set to drive a dual retail attack on the Australian market over the next three years.
In addition to rolling out 40 additional Pumpkin Patch stores across Australia by 2013, the company is also launching a new playwear brand into the local market.
Pumpkin Patch chief financial officer Matthew Washington revealed the company hopes the new brand – the name of which is still under wraps – will assist in beefing up Pumpkin Patch’s local market share.
“We have quite a large market here in New Zealand already, whereas we have a smaller market share in Australia if you look at the total childrenswear market,” Washington said. “The new brand is definitely going to have more of an Australian focus.”
He confirmed the new brand will have a smaller range of product than the Pumpkin Patch label and price points will also be 20 to 30 per cent cheaper. Six to eight stores for the new brand will be opened by year’s end.
“At least one will be in New Zealand but by far the majority will be in Australia. That will be consistent going forward as well,” he said.
The new playwear brand’s focus on basic product will be reflected in the store designs.
“They’ll be smaller, between 50 and 60 per cent of the size [of Pumpkin Patch stores],” Washington said. “The fit out will be more simple, less embellished, focusing on making it easier for people to access the product, to see the product.”
Currently, Pumpkin Patch operates in 22 markets worldwide including the UK, US, China, India and South Africa. While the company wholesales to select stores including David Jones, Washington said most of the company’s future growth is expected to come from international franchise stores.
“Our franchise partner has just opened our first store in China, we’ve just opened our first store in Lebanon and we’ve got three stores in Malta. So it’s quite a diverse range of markets that we’re exploring and I think that’s one of the strengths of Pumpkin Patch.
“In the future, we’re just not going to be an Australian retailer, we’re going to be a global retailer and wholesaler of childrenswear and I think that’s something that makes us a little bit different from most other operators in our space.”
Erin O’Loughlin