Australian, naturally
Many local brands make a point of pushing their Aussie heritage, but few can claim the authenticity of footwear label Emu Australia, as Belinda Smart discovered.
Once upon a time - so the story goes - long before surfwear became a fashion statement, hardy surf dudes realised that the best way to keep their feet warm after skimming the icy waves at Victoria's Bells Beach, was to cosset them in boots fashioned from stitched-together sheep skin. From such inventive beginnings Emu Australia was born.
Still wholly Australian-owned and employing a staff of 160, the brand now produces premium quality ladies, men's and children's Australian sheepskin footwear. With 100 per cent of its sheepskin range made in Australia - hence the 'Naturally Australian' tagline - Emu products range from traditional sheepskin boots and slippers to casual comfort slides and urban footwear.
According to Emu international marketing manager Coel Dart, Emu's signature piece is the sheepskin boot known as 'The Original', an updated version of the ones first created by those inventive surfers.
"Made from premium 100 per cent Australian sheepskin, with hand stitch detailing, the boot uses Emu Australia's premium sheepskin, sourced from the Border Lester-Merino cross breed from Victoria's western district, which produces a dense and plush product and is unique to the brand," he confirms.
Having evolved somewhat from its beginnings, The Original now features a new EVA rubber outsole, EVA midsole and a suede heel cover for added support and is available in black, chocolate, chestnut and sand in both men's and women's sizes. From head offices in Geelong, Victoria, Emu now distributes this and its other products through over 650 stores across Australia. It also operates major sales offices in the US, Canada and Germany, Dart confirms.
"International sales represent almost 90 per cent of our business, with the Emu Australia brand available through over 10,000 doors worldwide, in the US, Canada, UK and Europe, Australasia, South Africa, Japan, Asia, Middle East and Latin America."
Emu Australia is available through independent surf and footwear stores as well as leading department stores. Its retail partners include David Jones in Australia, and Macy's, Journeys and PacSun in the US. In Canada it is stocked in Browns, while Russell & Bromley, Goertz and John Lewis are all key stores for Emu Australia in the UK and Europe. Latin America represents the brand through major retailer Falbella, and Japan's leading department store, Isetan, showcases a wide range of Emu Australia products.
With Emu voted second fastest emerging footwear brand in a UK retail survey last year, the brand is now looking to further develop distribution networks in Europe. South America is also another strong potential market.
Another new development is the forthcoming release of a winter 2009 range of premium wool and sheepskin apparel for women, says Dart.
"The eco friendly natural fibre is luscious and versatile. Clean lines, quality materials and subtle attention to detail are the key direction, attracting a consumer that is looking to invest in classic and durable apparel."
The fact that Emu Australia is a privately owned company is a key differentiator in the quality of its product, says Dart.
"Emu Australia controls 100 per cent of its operations, from concept to shelf, from its base in the wool capital of Australia, Geelong. This unique, vertical structure allows Emu Australia to build the highest quality product, coupled with fast and efficient delivery with minimal lead times."
The brand's success also lies in its ability to communicate its vision consistently throughout all its markets, he says.
"We have a solid local and international customer base that appreciate quality and are willing to pay for the difference. Our premium product offering attracts shoppers who share our belief that we all need a touch of luxury in our lives."
By Belinda Smart