SYDNEY: Forcast has ended the year with a concentrated retail rollout across Australia’s eastern seaboard.
The managing director of the young womenswear brand, Paul Chea, revealed the 18-year-old business will have added nine stores to its local retail network by the close of 2010, with the majority centred in New South Wales.
In addition to a just-opened 110 sqm boutique in Westfield Sydney, Forcast will unveil stores within Bondi Junction, Penrith and Castle Towers by the close of December.
The additions complement the brand's foray into international retail earlier this year, with Forcast debuting a store on Singapore's Orchard Road in February.
Combined, the new investments will bring Forcast's total store tally to 28.
“Following on to 2011, the opening of Forcast in Merrylands and Burwood [NSW] are definitely on the cards,” Chea added.
While the brand still operates a substantial wholesale division, catering to over 100 doors, Forcast sales executive Michelle Toro said retail had grown to become the largest part of the business.
“Wholesale was basically the stepping stone that took Forcast up to the level that it is now,” she said. “It still does play a big part in helping us to create brand awareness but I think ultimately once we've covered all the main fashion hubs, we'll be more renowned for our retail.”
Current wholesale clients include chain stores Trade Secrets and Roads. The dominance of its wholesale accounts in Western Australia was the key reason Forcast had yet to establish a retail presence in the state, Toro said.
In addition to rolling out new stores, the company has also refurbished existing sites including Parramatta (NSW) and Wetherill Park (NSW) to incorporate its new store design.
The brand retails suit separates at an average of $49.95 for skirts, $59.95 for trousers and $79.95 for jackets. Forcast manufactures its garments in both China and Australia.
Erin O'Loughlin