Toorallie marks 20 years

Toorallie will mark its twentieth year in business with the launch of its first spring/summer collection.

Co-owners Simon and Steven Smith have recruited a specialty knitwear designer to fashion 15 styles for its debut women’s spring/summer 2012/13 collection. Simon Smith said the range would be made from cotton blended yarns rather than Toorallie’s usual Australian Merino wool.

“Importantly this new designer will not only make our first spring/summer range…but will take Toorallie from being a ‘range’ brand into what we consider a ‘collection’ brand that offers product through all seasons,” Smith said.

He added the move was prompted by a desire to grow the business without venturing into retail or launching new labels – two paths Toorallie has ventured down in the past.

“We can essentially come out with a summer range and not really increase our overheads,” Smith  said. “Producing a range in the off season would use the same finance facility, it uses the same staff when they’re already being paid and not being utilised.”

The new collection will add to Toorallie’s existing winter ranges for both men and women, which have 250 stockists including department store David Jones.

“We’ve got quite good brand recognition,” Smith said. “Obviously a long way to go because we’re not a household brand, but after 20 years there’s definitely something to run off.”

Toorallie was founded by farmers Peter and Claire Smith in 1991 and merged with yarn manufacturer Quality Soft Wools in 2004. The company moved all production off shore in 2007 and closed offshoot labels Snowy River and GHG Merino Essentials in 2010.

Erin O'Loughlin