New player unleashed in childrenswear

SYDNEY: A European brand which has penetrated 30 international markets in just under a decade has set its sights on Australia.
Okaidi, a childrenswear empire that boasts over 586 stores internationally and an annual turnover of some $529 million, has handed over its Australian license to retail group Spank Pacific. This exclusive license includes sole rights to operating Okaidi and Obaibi (the brand's sister babywear concept) stores in Australia including the only current stand alone boutique in Hornsby, Sydney.
The group, which also holds licenses for sportswear labels Mizuno, Kickers Footwear and Spank Swimwear, has further announced its intention to significantly boost the brand's retail operations in Australia.
Sales and product manager Stephen Colby said Okaidi's emphasis on quality childrenswear apparel and affordability would ensure its longevity here.
"From our market research conducted, we know for sure there is a strong market for Okaidi. It possesses two qualities of a great brand - excellent quality and price but also a look that fits perfectly with the 'Aussie' kid persona: fashion, fun and colour."
As well as taking ownership of the Westfield Hornsby store at the start of this month, Colby said the company is also planning to open five boutiques in key locations throughout Sydney and Melbourne in the next two years. Following this phase one development will be further openings in Brisbane, Adelaide and Perth with a greater priority placed on expanding into seperate strip sites.
"But the concept and image of Okaidi is flexible enough to perform equally well in both shopping centres and strips," Colby said.
Largely aimed at children from one month old to five years of age, Okaidi Australia will look at establishing itself as a vertical retailer which offers practical and easy to care for clothing in dynamic store environments. Cohen said the lack of branded children's stores nationally would mean the concept would have a strong point of difference in Australia.
While Spank Pacific is not currently looking to acquire any further licences, Cohen did confirm that it was continually monitoring the international market. Of most currnet interest to the company is Kickers, a brand which was voted the best footwear label in France in 2006.
"If it has potential," Cohen said. "Then we will go for it all guns blazing."