Beach label surfs retail wave

SYDNEY: Between the Flags (BTF) has unveiled plans for a dramatic retail expansion. The beach and lifestyle outfitter will open five new stores this year, adding to five already opened in Fremantle, Perth, Noosa, Cairns and Bondi over the past 12 months.

BTF founder and managing director Grant Oayda described the company's five year plan as "an aggressive one".
"We hope to have 35 stores by 2011, if not sooner. We've received a lot of enquiries from overseas distributors and investors so things are looking very positive."

Oayda said the company's retail strategy would focus on drawing business from local residents as well as international and domestic tourists, allowing it to broaden its location profile to include major shopping centres as well as resort and beach sites.

BTF's growth was largely due to a change of design direction initiated 18 months ago, which significantly boosted its list of wholesale accounts, he said.

The company had leveraged exclusive licensing agreements with Surf Life Saving Australia (SLSA) and independent surf clubs in Port Douglas, Cairns, Noosa, Surfers Paradise, Manly, Perth and Fremantle, and the enhanced BTF range reflected its partnership with SLSA.

The collection had also been strongly influenced by the recent appointment of ex-Mambo veteran Jon McGuigan as head of design and product development, charged with building the profile of the 100-year-old SLSA brand.

BTF's resulting styling reflected the spirit of the Australian surf, sand and beach lifestyle, while stores were fitted out to reflect a sense of heritage, decorated with shots from the SLSA library - some dating back as early as 1907, Oayda said. 

As well as expanding its bricks-and-mortar presence, BTF planned to launch a new website featuring an online shopping catalogue by early April.

By Belinda Smart