Australian Kids prove a hit in Spain
NATIONAL: Australian branded childrenswear retailer Australian Kids has made a dream debut in the Spanish market, with a wholesale and distribution strategy now in the works.
Proprietors of the company have confirmed they would initially target main business hubs such as Barcelona, Valencia, Sevilla, Malaga, Galicia and Pais Vasco before venturing into other Spanish cities over the mid to long term.
Australian Kids' retail site was launched in Madrid just two months ago, with a flurry of local press and "solid" business prompting owner Antonio Gallardo to formulate a distribution strategy.
"[We] aim to establish a strong distribution network within Spain for fresh and selected Australian childrenswear brand," said Gallardo, who stocks Willow and Finn, Edenstar, Mopit, Cuddle Fish, Darimi Kidz and Early Birds. "We want to reach single, multi-brand boutiques specialising in childrenswear."
Gallardo said swimwear brands with added sun protection such as Cuddle Fish and Darimi Kidz proved particularly successful in the Spanish market. He said despite extreme summers, Spanish consumers had been slow to buy protective clothing and were only now gaining interest as a result of the fashionable designs and high quality of production.
"We felt that an Australian branded store with a clustering of edgy and interesting labels would capture the imagination of the Spanish market determined to dress their kids in something different and exotic."
Austrade Madrid business development manager Elena Obiols said domestic childrenswear brands looking to break into the market were in a good position, with spending on childrenswear up by 55 per cent over the past six years. Established brands such as Billabong and Roxy meant Australians had already developed a niche in the Spanish surf and streetwear sectors.
"The childrenswear sector in Spain [on the other hand] is very fragmented with no clear leader in the market," she said. "Therefore, industry trends and dynamics are very attractive to start up a business and introduce a few new brand based on the idea of Australian childrenswear."
By Assia Benmedjdoub