Sportswear distributor ventures into street
SYDNEY: The Australian and New Zealand licensee for sportswear giant Champion is set to diversify its portfolio. Richard Marketing Group (RMG), which currently distributes the brand across 750 doors throughout Australasia, has secured distribution rights for three leading European streetwear, footwear and menswear labels. The company is currently negotiating two further distribution deals for the Australian and New Zealand markets.
Brand manager Roger Hawke said the latest acquisitions marked a radical shift for the Alexandria-headquartered company, which had operated as the exclusive regional distributor for Champion's range of men's and women's sportswear.
It is understood a number of departments at the company would be consolidated as part of the restructure.
"Champion is the backbone of our business, its international brand appeal is very much the focus of our company," Hawke said. "The reason to obtain other brands is a strategic plan to widen our distribution channels and offer some new and refreshing product into our Australasian market."
Dutch footwear brand Quick would be the first brand to make its retail debut in January 2009, followed by Dutch menswear label No-Excess and UK streetwear hit Fly53 in February. The company aimed to have 40 to 50 retailers across Australia and New Zealand for each brand, with 40 per cent of that target already acquired at the time of press.
Heritage brand Quick would cover the men's and women's casual trainer category, with colourful collections ranging for $130 to $220 in price. Fly53, known for its "very strong" musical roots, offered unisex streetwear collections priced from $60 to $200 while No-Excess provided fashion and denim offerings priced from $60 to $250 for men.
Hawke said the company would drive brand recognition for Quick and No Excess through magazine advertising and PR opportunities, while working through music channels to build awareness of Fly53. These would coincide with RGM's continued focus on sourcing new Champion product initiatives from the US and building the recently launched Champion Sportsbra categories.
"We want to be true to Champion so that it is our focus in the sportswear category," he said. "The other brands are a new form of distribution and will open up doors of opportunity to build up our entire business. Our aim is for six relevant brands that offer something different across our competitive retail market."
By Assia Benmedjdoub