Speedo Australia has been given a hard act to follow in the wake of a recent sales hike in the UK and Europe for men’s swimwear.
The Speedo men’s snug-fit swimming briefs have experienced a sales rise of 44 per cent worldwide to date this year. A statement from the company said this includes a 153 per cent increase in sales for the UK, a 113 per cent growth in France and a 70 per cent rise in Italy.
In Australia, sales of the brief have increased by 17 per cent this year. Speedo also reported that online search comparison website Ciao found searches for its products grew 400 per cent over the past six months, compared to the same period the previous year.
Speedo Australia marketing manager Tiffany Scott said this boost corresponds with recent celebrity exposure of the brand. This includes a scene in the new Sex and the City 2 film in which nine men wear the briefs. They were also worn by actor Daniel Craig in his film role as James Bond.
Scott said the Australian arm has experienced its biggest success with the Aquashort style, which has seen a 53 per cent increase in sales compared to this time last year. “They are a longer short, a 27cm leg,” she said.
The local and New Zealand licence for the label is owned by brand-house True Alliance. Scott said the label also experienced sales growth for its beach fashion range of bathers and bikinis, along with its water shorts offer.
“We have spent a lot of time in design and development to help grow those categories,” she said.
The brand is stocked in multiple stockists nationally, including David Jones, Rebel Sport, aquatic centres and swimwear boutiques. True Alliance operates five Speedo stores, but Scott said no new outlets are confirmed.
Melinda Oliver