Teaspoon of denim avoids economic downturn

SYDNEY:One Teaspoon has diversified its product portfolio and appointed five new international distributors in an attempt to ward of recession woes.

The streetwear brand has expanded its denimwear offering for the autumn/winter 2008 season and launched a capsule jewellery range for spring/summer 2010. The twenty-piece denim collection would retail from $80 to $150 while the five-piece silver jewellery range, which is currently being sold to industry buyers, would retail at around $200.

Founder Jamie Blakely said the brand had offered denim garments in the past, but strong demand from retail clients meant it would now be an ongoing season-to-season line. National retailers such as General Pants, Glue Stores, One Teaspoon and independent boutiques would be among those to carry the new line from February 2009.

All ranges would include a selection of denim shorts, skirts, and jeans with key styles repeated each season and trend-based styles offered for a limited time only.

"Every time we seem to offer denim in the collections, it wholesales and retails extremely well," said Blakely, who supplies over 200 retailers and department stores nationally. "It seems crazy not to offer it [throughout] the year."

The two launches followed the introduction of One Teaspoon's swimwear line and essentials range last year. Blakely said the brands summer and high summer collections, comprised of around 50 pieces each, were still retailing well.

It is understood the brand could launch a new retail site in 2009, following strong trade in its flagship stores in Sydney and Perth. An online store would also be introduced in time for the autumn/winter 2009 season.

"Our wholesale accounts continue to grow nationally and internationally and we?ve just signed on five new international distribution agencies to start for spring/summer 2010," Blakely said.

This included representation in the Scandinavian, European, UK, Belenlux and Canadian markets.

One Teaspoon was launched in 2000 and is headquartered in Sydney's Northern Beaches.