Mermaid sings Myer's praise

SYDNEY: A long time favourite of surf lifestyle independents, girl's label Mermaid Sister now appears to have hit the distribution jackpot.

From next month Mermaid Sister will be available in 30 top tier Myer stores across Australia via dedicated concept areas within Myer Miss Shop. Hot on the heels of Miss Shop's recent youth brand acquisitions Voodoo Dolls and Cult, Mermaid Sister was an invaluable addition to Myer's youth surf and lifestyle offer, claimed Myer Miss Shop buyer Anne Despain.
"Mermaid Sister offers us a girlie, cute, and young surf lifestyle brand which is a nice complement to our existing portfolio of brands. We are sure to get incremental sales with the addition of Mermaid Sister because it represents a lifestyle that we probably haven't captured for some time."

The first range comprises around 50 pieces inspired by the 1950's, the "swinging '60s" and the vibrant carnival look of Brazil, with tops priced from $35 to $60, dresses from $60 to $90 and bottoms from $45 to $70.

Since its birth seven years ago, Mermaid Sister had evolved from a sleepwear and underwear label to a "lifestyle brand with broad appeal", said Mermaid Sister marketing coordinator Jeddah Ryan.

"It's designed for girls from 14 to 18 years old but it also appeals to women in their mid 20s. It's still a young brand but it also offers good crossover from beach to shopping to a girls' night out," she said, describing the Myer Miss Shop deal as "a massive coup".

"It's dramatically broadened our brand distribution. The economies of scale it creates will allow Mermaid Sister to enhance its services to its other wholesale clients, which include surf specialists and fashion boutiques across Australia. The marketing punch we will achieve through being teamed with Myer can only serve to further support our smaller retailers. We're really excited. Myer are a really well-trusted retailer and for a young Australian brand to be aligned with them is fantastic."