Kiwi apparel brand given Liberty to launch across country

Bodywear brand Liberty is looking to take its own advice. The label, run out of the Pacific Brands New Zealand stable, is looking to rapidly increase its presence in the Australian market, having appointed agents across several states and earmarking future growth opportunities.

Liberty product manager Charmaine Millett said the news signalled the first time the 70-year-old brand had launched an active marketing assault this side of the Tasman. While the brand's base ranges are already stocked in department stores David Jones and Myer, the brand was now looking to actively target independent stores across the country, she said.

"For many years we have had demand from fashion boutiques throughout Australia to stock Liberty garments. We have not had the man power to actively pursue such opportunities, now with agents on board more retailers will have the opportunity to see why our ranges are so successful."

Manufactured entirely at 'Libertyland' in Palmerston North in New Zealand's North Island, the range features more than 20 styles including underwear, thermals, loungewear, outerwear. Silhouettes include camisoles, leggings, slips, dresses, tunics, polos and shrugs. Positioned against competitor brands Metalicus, Paula Ryan and Silkbody, the Liberty range is constructed from New Zealand merino, bamboo-cotton blends, Egyptian cotton and merino silk and cotton.

Millett said the brand, which showed at trade fair Fashion Exposed earlier this month, would offer Australian buyers similar collections to their New Zealand offering. The exceptions to this would be exclusive product for some customers and the removal of some silhouettes and heritage product.

Millett said the brand would also look to emulate its Kiwi marketing program here inviting key media and fashion personalities to a high tea event to increase awareness of the label. The range, available in sizes 10 to 18, will have price points of between $30 and $170.

By Tracey Porter