Spanx is building on its Australian presence with the introduction of a men’s offering to the local market and ambitious sales growth plans.
Spanx international director of business Misty Elliot said the company intends to secure domestic stockists for its Spanx for Men range, to launch before Father’s Day in September.
“David Jones have seen the new men’s product and have indicated their intentions to stock the range,” she said.
The range comprises six products including cotton compression shirts and control underwear. Crew neck, V-neck and singlet top styles are available in grey, black and white.
The US premium shapewear label first hit Australia in November 2008 with its women’s range of briefs and bodysuits, designed to smooth curves under garments. It was initially exclusive to David Jones but has since secured around 150 boutique stockists. Elliot said the company aims to double its 2009 sales results in 2010.
“Our focus for the balance of this year are the clothing boutiques where Spanx can be sold as an essential add- on,” Elliot said.
“It is not just selling it, it is working with the boutiques to make sure they have the right equipment – that they understand the product. “
Spanx has around 20 products available in the Australian market and has just launched a new women’s item called the Higher Power Brief, retailing at $69.95. Sydney-based distributor Jet International stocks replenishment product to dispatch to stores. Spanx also has agents in Victoria, South Australia, Western Australia and Queensland.
The company does not advertise but has experienced celebrity promotion from actress Gwyneth Paltrow and television star Oprah among others.
“We have never paid a celebrity for endorsement,” Elliot said.
Spanx was launched by designer and entrepreneur Sara Blakely and has a predominantly female staff of 85. It is now stocked in 10 countries in addition to 3000 stockists in the US.
Melinda Oliver