Major fashion players scratch each other's backs
After 12 months of negotiations Sukimoo, a Perth-based distributor of Australian and New Zealand designer apparel, has merged its services with EjEllis Jones in London.
Although the merger is currently undergoing due diligence, Sukimoo director Margaret Farrell claimed this was the first deal of its kind to be struck in Australia. Once finalised, the contract would not bind the businesses structurally or financially but would instead legally obligate each party to assist the other in finding new markets and buyers.
"It's a merging of business ideas and intents, quite unusual," Farrell said. "It will be very healthy for our Australian labels to be represented locally and vice versa for the UK labels to enter our Australasian market via local representation."
Farrell said because the agency's founder had an industrious history in the British fashion trade - including key buying roles at UK department store giants Liberty and Harvey Nicols - her Australian clients would have access to a high-profile stockist base.
Equally, Sukimoo's broad distribution throughout the European and Middle Eastern regions would enable EjEllis to access new markets as well as Australian retailers.
"The agency has a healthy respect for the labels from Australasia and I have observed her labels and understand their ethos."
Sukimoo's current client list includes Morrison, Annah Stretton and Assirak.
The partnership, though still in its final stages, has already yielded positive results for both parties with a strong contingent of UK designers making their way down Rosemount Australian Fashion Week for the first time this year. These include H...By Hyde, Smooph, Knitwear Queen and Vanessa Spano.
In the meantime, Farrell said she was also drawing plans for a similar merger with an esteemed fashion agency in France. The two businesses have collaborated heavily in the past with Farrell already confirming the launch of several French labels in Australia later this year.
"There is obviously a great hunger for European labels in Australia as there is in Europe for Australian labels and we intend to capitalise on that interest."