Lorna Jane steps up branding program
The Queensland-based retailer is set to dramatically ramp up its domestic and international presence by opening six new retail outlets and extending its licensing arm.
It also plans to release a range of new anti-inflammatory, healing and hydrating activewear products into the market as well as debuting its first footwear line.
Lorna Jane marketing manager Triona Maddick said the privately-owned womenswear brand saw the changes as a natural progression after owner Lorna Jane Clarkson managed to turn a small family run shop into a multimillion dollar international enterprise.
"The fitness industry is constantly moving and we wish to move with it," Maddick said.
From a domestic point of view, five other stores are set to open across Australia, however with contracts still be signed, it was too early to disclose locations, she said.
Already boasting 30 stores across Australia as well as others in New Zealand, Thailand and Singapore, 2007 will also see the brand try its luck in the US with a new store in Hawaii set to act as a gateway to America and Japan.
"We are constantly approached by international retailers, customers and stockists to open stores abroad; our concentration in previous years has been to perfect our Australian recipe which is why we haven't opened sooner."
Lorna Jane's unique licensing arm is also set to play a vital role in the brand's aggressive growth strategy with the Lorna Jane Direct brand - currently only available in south east Queensland - set to extend its reach across every state.
The womenswear brand has also teamed with US company Sketchers to produce a limited edition Lorna Jane shoe set to debut instore later in the year, Maddick said.
It is understood the next market to be tapped by the label is the United Kingdom with plans afoot to launch the brand across England, Scotland, Ireland and Wales within the next two years.
@byline:Tracey McEldowney
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