Swiss pay big bucks for Aussie customers
Victorinox, a European-based brand that also manufactures travel gear and apparel, has appointed a new distributor and invested over $1 million dollars into boosting its retail lines in Australia.
Victorinox export manager Walter Mathis said the move was prompted by the company's decision to strengthen brand awareness of its travel gear and accessories ranges internationally.
"[We] will deliver a unified voice and consistent branding to the market as well as a much higher frequency of impressions reiterating how much each of us values the great potential of the Australian market."
The $1 million marketing and advertising initiative will be invested into a myriad of projects including new shop-in-shops, print advertising, outdoor advertising, public relations events and smaller promotional initiatives.
Newly appointed distributor for Victorinox travel gear, Mayfair International, will lead the charge with plans to strengthen the brand's existing client base as well as venture into further markets.
The company's managing director Len Milner said he was confident the product would be well received by Australian retailers and consumers.
"Travel gear is a natural component to the active Australian lifestyle. The functionality built into Victorinox travel gear will resonate with consumers and we are very pleased to play our role in bringing these high-performance products to the Australian market."
Targetting a broad consumer demographic, the travel range includes carry ons, business gear, backpacks, messengers, everyday bags and travel accessories for both men and women. Prices start at $45 for a deluxe concealed security belt and to $1595 for a Tourbach rolling suitcase.
The brand currently has 12 concession stores in David Jones and is available at 50 bag and luggage stores nationally and an additional four airport retailers.