Cheetah concentrates on independents

Repositioning its level in the market, swimwear brand Cheetah has ceased its distribution with lingerie chain Bras N Things.
Establishing the brand firmly amongst Australia's better independent swim and resort retailers, Cheetah national sales manger Bryan Mann said the independent retailer is where its greatest customer base exists and solid future growth will come from.
"From the beginning there has been resistance from many desired retailers in conflicting locations to stock Cheetah. With the departure from Bras N Things these doors are now opening for us."
Since its re-launch in 2003 with designer Heidi Vandervord at the helm, Cheetah has had four years of summer trading throughout Bras N Things network of stores across Australia and New Zealand. With Bras N Things representing 20 per cent of Cheetah's overall sales the swimwear manufacturer plans to deliver more products into existing accounts and open new independent accounts to regain the lost sales within two trading seasons.
"We are concentrating on growing with our retailers locally and expanding sales internationally. This season we have increased our separates program offering more prints and styles which will give retailers more width across our collection. Outerwear has emerged as a growth area for Cheetah with non-swim boutiques ordering from our resort pieces."
Currently giving customers the chance to win a $1000 Cheetah wardrobe the swimwear leader has tapped into a broader market with a branded competition on millions of Special K and Just Right cereal boxes across Australia and New Zealand.
With national distribution through Myers the brand is also sold in the USA and UK. This year will see Cheetah expand further into Asia adding to established markets in Fiji, Thailand and Singapore.
Cementing its name on the international fashion stage Cheetah recently designed a crystal adorned swimwear piece as part of Swarovski's world touring Crystal Expressions Lingerie & Swimwear show.