New Zealand brand gets UK seal of approval

NEW ZEALAND: Dunedin-based label Silkbody is hoping to take on the European market after securing its first UK stockist.
Two years after making its Australian debut, the bodywear label has been Silkbody director Emily Cooper, who established the men's and women's brand with her father David in 2002, said acceptance into the UK was a "huge milestone" for the brand with the UK and Europe representing some of the world's largest consumer markets.
"Growth into export markets is where our company is headed and we are keen to take this New Zealand brand to the world. We see the Ellis Brigham contract as being an opening into the rest of the UK and Europe and it demonstrates that Silkbody has the capacity to really go international."
Cooper said the biggest challenge faced by the brand while attempting to build its international profile had been finding the right people "on the ground".
"Distance from markets can be a problem and the costs of market visits are huge - it's important to nominate people that can deal with issues on your behalf. For distribution in the UK and Europe we'll be looking to establish these relationships."
Cooper said the brand, manufactured in China but designed in New Zealand, had also had interest from the Japan and the US and would look to capitalise on these opportunities while offering new styles and ranges as the market demanded.
New Zealand Trade & Enterprise Commissioner to London Michelle Templar, who helped conduct research into the market potential of the bodywear sector in the UK, also said the opening was a significant coup for the brand.
Templar said the UK outdoor clothing market was an incredibly competitive market where top retailers only take on new brands they really believe have the potential to be top sellers.
"Silkbody is a unique, top quality and well-styled product that has a sound brand identity and that is exactly what it takes to get into this market. New Zealand is strongly recognised for its outdoor adventure lifestyle so the connection with innovative products is a relatively logical one. There are a handful of companies who are trailblazers and are starting to create a great reputation for New Zealand as the source of high quality, technically innovative products."
Currently available in 60 stores throughout New Zealand and 15 in Australia, the Silkbody range is made from two first-layer fabrics: and two midlayers and features camisoles, crews, polo necks, cardigans, and shirts as well as a range of accessories including liner gloves, liner socks, hats, balaclavas, scarfs and headwarmers.
Offered in women's sizes XS to XXL and men's S to XXL, the range is priced from $25 for liner gloves to $279 for a silk fleece.
Cooper said while the label had few direct competitors, its biggest challenge was to educate people about the properties of silk.
"Wearing silk everyday is a new idea for many, so we're competing against widely-held beliefs that wool and synthetics are the only options out there."