Then & Now: Sudo
Each edition Ragtrader catches up with a previously profiled brand to see how it has evolved since its inception. This issue, Assia Benmedjdoub spoke to five-year-old childrenswear brand Sudo.
Company: Sudo
Founders: Terry and Rachael Lay
What were the key issues or challenges for your company when you started out? What are they now?
A key issue was convincing manufacturers to make the first range for us. They were not interested in small volume production. Now, it's upholding standards and consistency in design and manufacturing.
We aim to keep Sudo proudly Australian made. Keeping it as a locally manufactured brand not only benefits the country but it also makes it easier to closely work with and monitor the quality of our ranges. Our spring/summer 2008/09 range is mostly made from natural fabrics such as cotton, wool and luxurious blends - most of which are sourced from within Australia.
Gaining retailer confidence in our product was a challenge when we started out. Being new on the scene is always hard as there is an element of risk in ordering on the retailer's behalf. Luckily there were a few buyers willing to take a leap of faith with us.
What was the range like back then? What is it like now?
We design funky, modern and extremely fashion-orientated pieces for kids aged two to 12. The range was much smaller and not as detailed when we first started out. It was simpler but it was still quite progressive for its time. Back then the intended look of the range would turn out to be 60 per cent of what we had in mind. Now the range is very extensive and every piece has interesting detailing and more complex designs. The finish, fabrication and overall appearance of the product would be 90 per cent to what we have in mind. But there is always room for improvement.
How many stores/wholesale accounts did you have back then? How many do you have now?
Back then there were in five or six stores in the first year and then every year after that it would double. We currently stock 54 stores throughout Australia, New Zealand and will soon be in Hong Kong, the US and Japan. Our distribution is expanding rapidly and we are in talks with several overseas distributors, with strategic plans to export.
What was the retail climate like for your business? How has it changed?
There were less competition back then, we took a different approach to the conservative childrenswear lines. Now we see more and more designer labels doing childrenswear as part of their existing men's or women's line. In terms of spending, I guess garments were able to be sold at a higher price more easily as now price is much more of an issue for everyone. Our spring/summer collection starts at $35 for a quality T-shirt.
What was your approach to marketing and promotions? What is it now?
Marketing was quite difficult earlier on as we were unable to afford expensive ads and employ public relations assistance to get the brand out there. Now we have PR behind us, we can reach out further. We now focus on getting the Sudo name out there as much as possible, and realise that to make money...you have to spend it.
What was your approach to staff training? How has it changed?
We are still a small operation with minimal staff with each person playing many roles and therefore must be able to deal with different problems. We want to get to a stage where we have each person specialising in his or her own role.
How many staff did you employ? Now?
Nil, now we have five including agents and PR.
What was the greatest moment/most significant development in the life of your label?
Without a doubt, opening up Who magazine and seeing Pax Jolie-Pitt wearing Sudo Skinny Rocker jeans and jacket was a highlight for us. It confirmed our belief in the label and where it was heading.
What has been the worst experience?
When stores close down without paying for their order.
Any other significant comments you'd like to make?
There seems to be push in childrenswear and more labels are offering a progressive non-conformist approach, which is great.
By Assia Benmedjdoub