Musto gets casual with a new strategy

A brand which describes itself as "the Nautica of the nautical world" is setting sail into new waters.

After 18 years outfitting some of Australia's most prolific sailors, Musto, a United Kingdom-based technical clothing brand specialising in yachting gear, has now locked its sights on the domestic casualwear market.

National sales manager David Ross said since acquiring Musto from marine lifestyle brand Line 7 late last year, Musto Australasia has been eyeing up opportunities in new categories including casualwear, equestrian, shooting and country clothing collections.

"The brand has respect and desire [but] under previous reins, it has not been able to flourish to its full capacity. Being known for so long in the sailing community, the interest in the casual areas of the brand has been huge and we are excited to finally offer the entire collection."

Currently available in limited release, the full collection of casual apparel and accessories will hit Australian shores from April next year. Targeted at higher-end independent stores and boutiques, the range will include polos from $79, shirts from $99, sweats from $120 and casual jackets from $250.

Aiming to take the brand nationwide, the company will stage a series of events to promote its release this year including a parade during the Sydney Boat Show in August and a stand at trade show Fashion Exposed in September.
Ross said along with securing independent wholesaling accounts over the next year, Musto would also look into department store contracts and stand-alone stores further down the track.

Ross also confirmed Musto had recently inked a corporate sponsorship agreement with equestrian brand Mitavite - meaning it would broach yet another category by dressing Australia's leading dressage and show jumping competitors.
"We are enjoying a tremendous response throughout the sailing and equestrian markets with corporate sponsorship. The demand has always been there previously, just not met."

By Assia Benmedjdoub