SYDNEY: Seduce is set to launch into the UK market in association with one of the country’s largest retail groups, Next.
Newly appointed general manager Alex Gibbons said the high street giant has approached Seduce with a view to stocking the Australian brand in its chain of 20 Lipsy stores. Lipsy is a young womenswear label that also has a strong wholesale network across Europe.
“We are not stocked in the UK at the moment so there is a brilliant opportunity there,” she said. “They are looking for early delivery, so it is going to happen really quickly for us if it eventuates, which I’m sure it will.”
Gibbons said if all is approved, the first drop will occur in February 2011.
“That would be our Be Seduce Luxe range, which is our premium product, as well as the Seduce range,” she said.
Gibbons joined the company in June, following four years in London, where she was the Roxy country manager for the UK and Ireland. Gibbons has also worked for Australian swimwear group Trackerjack, which produces Watersun and Ada.
She identified sales growth and improving customer service in the 15 Seduce retail stores as two early goals. Continuing to drive Seduce’s US presence is also key and the label recently showed in New York at the Coterie trade event.
“We hope to have a showroom based in New York in time for Christmas,” she said. “We have one in Los Angeles and we’d like one in Miami next year.”
The company has US department store representation in Fred Segal, Dillards, Macy’s and Bebe. It also has around 100 international stockists.
A new marketing and public relations manager, Kat Robinson, was recently appointed to the group. Gibbons said a new approach to communication will involve “tactile” connection with consumers, with in-store “theatre” and online communication increased. Events and social networking will be important avenues.
“[Our customer] has a varied lifestyle, so it is about thinking ‘what are the touch points in her lifestyle that we can be involved in’, rather than opening the shop door at 9am and closing at 5pm,” she said.
The company is seeking suitable new store locations, but Gibbons said a previously reported move into Western Australia is not unfolding at this stage.
“I think there is further opportunity in NSW, Victoria and Queensland before Western Australia,” she said. “We have a great wholesale base that services us for now.”
The group has 400 national stockists and 30 in New Zealand across the four brands Seduce, Luxe, Katherine and Blue Juice. It recently opened its first own store in China.
New product lines are set to be introduced in 2011. However, a recently launched party line, Seduce Pink, has been put on hold to concentrate on the main offer.
The Seduce Group will turn 20 years old next year. Gibbons said significant celebration plans are underway.
Melinda Oliver