Rugby brand kicks for territory

Home grown brand Canterbury is set to ruck its opposition off the paddock, restructuring its management team, launching aggressive store expansion plans and extending its international distribution base.
The brand's first pre-emptive strike was fired last year when it announced it was merging its New Zealand and Australian operations into one core business operating across both sides of the Tasman. Where previously each country had its own product team, sourcing team, design team and marketing team, these were joined to form just one arm with some teams relocating to the company's Auckland office and others remaining in Queensland.
More recently, the brand revealed global retailing icons Harvey Nichols and Harrods (UK), together with US giants Bloomingdales, Barneys and Fred Segal had agreed to take on the brand's international distribution as part of its drive to ramp up its European exposure.
A bit closer to home, new Australasian CEO Howard Goldberg last week (September 15) unveiled plans for three new high impact concept stores.
The stores will be bigger than usual to accommodate the brand's recent diversification into more casual, lifestyle-influenced apparel ranges.
Goldberg said the stores, to be launched in high street locations across Melbourne, Sydney and Auckland would begin rolling out before the end of the year.
While reluctant to disclose the amount Canterbury was spending on the repositioning, South African-born Goldberg said the new stores, the new lines and the new management structure were all crucial steps in the reinvigoration of the brand.
"The brand was borne out of rugby, New Zealand rugby actually and we're happy with that. The seed of the brand, as we move forward will be rugby. So it's more of an evolutionary positioning than a totally repositioning. Our traditional customer is becoming more fashion-savvy and we need to ensure the Canterbury brand and product offering continues growing to appeal to this evolving market."