Front Line changes face

NATIONAL: National retail group Frontline has restructured its operations in an attempt to better reflect its offering.

The Victorian-headquartered group has added new staff, segregated its divisions and adopted a new logo.

The move coincides with the news that membership of the group - set up to give retailers greater buying power - will shortly approach 900.

Frontline chief executive officer Michael Penman said the group had taken several new retail experts on board to ensure its members and suppliers were given the "highest level of support".

"The modern independent retailer needs a progressive organisation like Frontline more than ever. Demands on retailers have never been greater. They're operating with less resources and expected to reach higher targets."

As part of the move, the group has introduced a series of new sections, each one of which is supported by a dedicated industry specialist. The divisions include Kids Life, Youth Network, Sportsfirst, Bikezone, Outdoor Action, Mens Line, Home Living, Corporate Work, Fishing First, Footwear, Womens Collections and Intimates.

Frontline members vary from small boutiques to large department stores trading in everything from womenswear to lingerie.