Emu expands into summer
"Sheepskin label EMU Australia is set to expand its business, developing its first-ever summer range - due to hit Australian stores by summer.
"Because of our focus on sheepskin and wool products for the past 10 years we've primarily been an autumn/winter business. The new summer range will mean distribution into a greater number of surf and specialty stores," said Pirrottina.
Emu Australia product has found a quirky niche in the US, Canada, Japan Europe - benefiting from its uniquely Aussie branding.
In the past year, Emu Australia dramatically boosted its list of US stockists and was snapped up the Macy's chain in August.
The summer product line-up was yet to be finalised but Pirrottina admitted sheepskin thongs could make the shortlist.
"The [summer] range is just coming together now. We're working on new colour-ways and dabbling in new styles using wool and sheepskin. The summer range will have a youth, surfy-type look," he said.
"We have a new sales team and board and the brand is going from strength to strength. We'll be actively looking to expand our stockists in the next two months."
Pirrottina had no doubt that sheepskin footwear would prove a hit in hotter months.
"Just don't call them the 'U-word'," he said. "Call them 'Emus'.