Omni prepares for growth spurt

MELBOURNE: Footwear distributor Omni has ramped up its consumer advertising drive as part of an ambitious bid to double revenue over the next three to five years.

Next month will see the launch of four dedicated consumer websites for each of Omni's labels: Chinese Laundry, Planet, Na Na and Earth, in a move to increase brand penetration among consumers, as Omni general manager Fraser McLennan confirmed.

"Over the past six years the Omni business has been built up from scratch, so phase one was to establish the brands with our wholesale clients and now we're entering phase two, which is about promoting the brands' unique qualities to customers."

McLennan said US label Chinese Laundry targets women of all ages, Planet offers style, comfort, quality and price, Na Na offers fast fashion at low prices, while Earth shoes' "negative heel technology" ensured the health benefits of a well aligned posture without compromising on style.

This September would also see the launch of a spring/summer advertising campaign for Chinese Laundry and Planet in consumer title New Idea.

 
"Our research showed that New Idea was the best way to hit the largest number of our target market, because it appeals to such a broad age range," he said.

In a separate move, Planet had also secured a deal to feature for the first time in the September edition of the David Jones Item Two catalogue, he added.

"Item Two is a high quality publication and is sent out to key David Jones customers; so Planet's presence in it is a real sign of recognition that the brand has made it."

With Chinese Laundry currently servicing 70 wholesale accounts, Planet boasting 200, Na Na 100 and Earth 25, it was also hoped further growth would ensue from interstate expansion, particularly into New South Wales.

While Omni's "home state" Victoria accounted for 29 per cent of business excluding department stores, New South Wales currently accounted for only around 11 per cent of business excluding department stores and therefore represented a "significant growth opportunity", McLennan said.

He said Queensland - which accounted for seven per cent of ex department stores, and WA - accounting for two per cent of business ex department stores - were also likely to sustain "considerable" growth long term.

By Belinda Smart