Denim brand shaken and on the rocks

SYDNEY: Grab Denim is a firm believer in the notion that 'knowledge is power'. The streetwear specialist has launched a nationwide revamp of its retail network and expanded its product offering, following a "denim audit" against its brand and direct and indirect competitors.

General Manager Ian Lim said the fully documented audit allowed the company to establish more clarity and consistency in its fits, a clearer brand message and a new wholesale and retail strategy.

"As a brand, we value innovation at all levels of our business," he said. "The challenge to innovate our retail format was put forward 12 months ago and it would be fair to suggest the idea evolved from many internal and external consumer insight sessions."

The company has revamped its Paddington and Knox Shopping Centre stores to resemble "ultra chic" urban bars. Dark grey walls, pearlescent colour tones and steel fixtures are offset by amber lighting and bronzed mirrors, while illuminated shelving units display seasonal ranges like "top shelf liquor". A bar-style counter boasts genuine beer taps and bar stools; even the cubicle-inspired change rooms are complete with mosaic tiling and wall hung toilet pans.

The company's Doncaster Shopping Centre site, launching on April 10, will also incorporate the new fit-out with further growth plans in place to take the company beyond 2009. Existing Grab Denim retail stores will transition to this new format over a period of time, Lim confirmed.

"The design has and will continue to evolve," he said. "For example, we have had some concerns with the inventory capacity and 'story telling' ability in the new format. This has been addressed with the development of more freestanding units that will effectively increase our inventory capacity by 22 per cent."

In addition to the retail revamp, the Hong-Kong headquartered company has recruited four Melbourne-based designers to drive domestic design innovation. Having a dedicated design team based in both countries would allow Grab Denim to take a more balanced approach in driving locally relevant product initiatives, Lim said.

"Our new business growth plans are underpinned with the launch of Grab men's denim in spring 2008 and a dedicated resource to drives our accessories business to become a more meaningful offer."

Grab Denim currently wholesales to major retailers including David Jones, Glue Store, General Pants and Globalise.
"Our organic growth plans are heavily aligned with our wholesale activity," Lim said. "We are committed to making our existing customers more important and in turn, making Grab more important to them."

By Assia Benmedjdoub