Urban Originals: ramping up its export arm

Australian brand Urban Originals has secured a foothold in the European market via an online deal that has the potential to set the company up for significant future growth.

The accessories brand has forged a relationship with ASOS – the largest online fashion and beauty retailer in the United Kingdom – which will showcase 10 handbag styles from the range from next month.

The London-based website clocks 5.3 million visitors each month and Urban Originals hopes other product in its range, including shoes, belts and accessories, will be also be sold on the site in time.

The label also hopes its presence at the Margin Trade Show in the UK early next month could spawn interest from other stockists. Urban Originals owner and company director Susanna Cates said her current focus was on expanding the brand’s export markets through the UK and US.

“ASOS has taken on Urban Originals as their exclusive Australian handbag and accessories label and we couldn’t be happier to be one of their hot labels,” Cates said. “We’re already receiving a lot of interest from the British fashion world. They love our unique studded and printed styles so we will have a strong, edgy presence.”

The label has hired an agent in Los Angeles who has the range stocked in LA boutiques and recently secured an order from department store Macy’s for the first quarter of next year.

Urban Originals is stocked at David Jones, General Pants and a range of boutiques in Australia. Its target market is women aged 18 to 35, and its handbag range competes most closely with the likes of Wittner and Mimco.

The handbags sold overseas will be the same as those sold in Australia, although Europe will be a season ahead. The Urban Originals range is designed in Australia and manufactured in China.
 “This has been very successful for us so there are no plans on changing at present,” Cates said.