MELBOURNE: Womenswear label Brown Sugar is poised for a new look and retail expansion, following staff changes and a radical branding overhaul.
Brown Sugar chief executive officer Cathy Seaholme, who joined parent company FMS Group late last year after 14 years in executive roles at Witchery, said recent appointments of a new senior management team had ensured Brown Sugar was ready for strategic business growth.
Revamped product - to hit the market for autumn winter 2009 - would feature on trend styling and quality European and Japanese fabrications, designed to appeal to a broader market, she said.
"When we first addressed this we realised there was a bit of confusion about what a Brown Sugar product should be like. We've done a lot of work on this since then, and while previously the tyThe result would be a collection targeting an "ageless" customer and taking inspiration from leading international retailers such as Zara.
In addition, Brown Sugar would expand its offer to include a wide range of accessories including jewellery, belts and bags - as well as a planned footwear launch for summer. The brand would also significantly expand its denim offer, she said.
Brown Sugar's overhaul would be promoted through ad campaigns in leading consumer titles Grazia, Madison, Marie Claire, Harpers and In Style. Meanwhile revamped retail sites featuring a new logo and fit out had been designed to reflect the new direction. In Victoria, new concept stores had already opened in Port Melbourne and Doncaster, while the Knox City store was shortly due for refurbishment. A new store would open in Sorrento (Victoria) in March, which would also see the launch of an online store.
Currently operating more than 45 outlets throughout Australia, Brown Sugar planned to expand its retail presence to around 70 to 80 stores within the next three to five years, Seaholme said. Interstate expansion was a key aim, with New South Wales and Queensland representing the biggest opportunities.
Parent company FMS Group's other property, womenswear label Meredith, was set for a similar overhaul and would re-launch in February 2010, she added.