Moontide to have all hands on deck
SYDNEY: The new proprietors of New Zealand swimwear brand Moontide have announced a series of operational investments in a bid to boost the company's Australasian profile.
Founder Tony Hart sold the 28-year-old brand to one of the shareholders in Moontide Europe - Hong Kong manufacturing company Swimwear Couture - earlier this month. As part of the agreement, a new business called Moontide Pacific has been established to service new and existing Australian and New Zealand retailers.
Headed by the designer and distributors of Bond-Eye Swim and Lisa Ho Swim - Bond-Eye Traders - the Sydney-based company will be pumped with significant operational investments including a new design centre, software systems and an IT support package. A leading European swimwear designer has also been sourced to work with a fresh team of Australian Moontide designers.
Swimwear Couture owner Robert Bright said he was intent on maintaining the brand's Australasian origins while also boosting sourcing and warehousing facilities in Hong Kong.
"To survive and grow in this business means having a certain level of infrastructure [such as] sourcing facilities, global warehousing, modern IT stock control systems and finances to support your business," he said. "I hope I can add my years of experience in working with swimwear in Australia into the melting pot and together we can give the customers the level of service and product they want at the right price, delivered at the right time and backed by excellent stock and management support."
Bond-Eye Traders managing director Steve Philpott, who will manage Moontide Pacific with business partner Tash Sassoon, said he planned to consolidate the brand over the coming season by working with retail partners, building closer relationships and bedding down the new business structure. He said the company's European arm had won a number of awards for customer back up and support and that he intended translating this into the Australian market.
The company also planned to emulate the European marketing model, with tailor-made promotions and point-of-sale initiatives.
"Moontide Europe is known for working very closely with its retailers and it builds much of its marketing support on a customer by customer approach and by tailor-making advertising and promotions with individual retailers," Philpott said. "We will adopt this strategy and have also signed on a PR company in Sydney to help support and grow our marketing presence."
Philpott said the goal was not to open "numerous" wholesaling accounts in Australia and New Zealand but to service and build on its existing client base.
Moontide founder Tony Hart will remain onboard with a five-year consultancy deal.
By Assia Benmedjdoub