MELBOURNE: Quayeyeware has signed two major distribution deals in europe and the us, which will see the brand have the potential to reach over 1100 new stores.
Quayeyeware has signed two major distribution deals in Europe and the US, which will see the brand have the potential to reach over 1100 new stores.
The Melbourne-based youth eyewear company was approached by Italian retail giant Coin Group while showing at Berlin-based trade fair Bread and Butter in July.
The label will initially supply around 60 to 80 different sunglass styles to 80 Coin department stores, however has the potential to go into 560 outlets in its network. It will appear in 15 locations before Christmas 2010 and in the remainder throughout January 2011.
Quayeyeware co-director Linda Hammond said it will also be stocked in 12 locations of the Coin Group’s recently acquired chain Upim Pop.
In addition, the company has locked in an agreement with US group Hot Topic, which operates over 600 stores. The first drop of styles will go on its e-commerce site in January.
“I will go into a development range with them when I meet with the buyers in December in Los Angeles. Our understanding is by April we will be in the 600-plus stores also,” she said.
Hammond said the label has also signed with UK online retailer ASOS, with eight styles due to appear on the site in January. Another recently signed site, US online retailer Karmaloop, has just placed five repeat orders.
Quayeyeware has assigned a London distributor to build momentum for the brand in the UK. It has secured a stand at trade shows Pitti Uomo in Florence in January and Project in Las Vegas in February.
“This was a big deal for us as our product range had to go in front of a selection committee for both trade shows to be approved to exhibit,” she said.
Each season the company produces around 60 style options in different frames and colours. Retail prices range from $24.95 to $60. The six-year-old company also has around 300 Australian stockists including City Beach. It also produces sunglasses for the Roger David business.
Melinda Oliver