Not-so-slim pickings for two designers with big plans
The company - founded by footwear veterans Jacky Tan and Paul La Rosa - has just signed a deal with David Jones to sell its spring/summer collection through both the Melbourne and Sydney flagship stores. Company director, Tan said the deal will move to position the brand as a premium Australian product.
"We chose David Jones from a brand building perspective. Given the spectrum of changes at Myer, which is focused towards offering a discount strategy, we felt like we wanted to choose a store that would focus on our branding.
"I think David Jones are impressed by the way we're proactively working to build our brand. We're advertising in magazines like Ralph, FHM, Men's Style and recently, Fashion Journal."
Already stocked in over 100 stores nationally, Croft is also peddling the New Zealand market with its range of casual sneakers, dress shoes and casual loafers. Priced from $120 to $130, Tan said the brand's emphasis is on both affordability and fashion forward design.
"When it comes to men's business, the dollar only stretches so far," he explained. "Men are spending their money on mobile phones, cars, surround-sound systems, magazines so you've got to come in with something different and interesting. Our footwear is quirky, we've used things like ostrich print and snake skins."
Manufactured in China, the shoes also feature croc prints, soft nappa leather and come in a range of colours including tan, natural and brown.
With a combined industry experience of 30 years, Tan and La Rosa said that they were able to strike key deals with manufacturers in China and successfully market their product.
"We've worked in everything from marketing, sourcing from China, product development so we're exposed to all facets of the shoe trade. Right now, we're focused on building the crops to be a fashion forward men's brand in this country. Our catch cry is affordability- we want to be the leading fashion brand in the affordability stakes."