Melbourne-born footwear brand Julius Marlow has undertaken a strategic shift in its channel mix over the last two years.
This is according to Julius Marlow’s head of brand, Charlotte MacIntyre, who pointed out that one of the biggest unlocks was moving its Myer partnership from a wholesale model to concession.
“We now own the range, execution and service of the brand across the full fleet of 56 Myer stores and online,” MacIntyre said. “Instead of dampening our wholesale results, this move has actually lifted the entire brand and we’re seeing double-digit growth across key accounts and independents. With an increased physical presence, the customer is now looking for us more across the market.”
According to MacIntyre, the shift of Myer to concession, the brand’s wholesale now makes up over a third of the Julius Marlow business. This used to sit around half of total sales.
She said this is a healthier channel mix for the brand as it allows her team to bring a stronger and wider range of products to the market.
The brand sells a range of footwear across work, boots and casual, with prices ranging from high double digits to low triple digits. Julius Marlow also stocks a range of accessories, including belts and socks.
The brand was born in 1928 in Melbourne.
MacIntyre said the crux of the new wholesale strategy is to partner with its accounts to drive more business through their doors. This means developing a more elevated brand presence and presenting an evolved range that supports its best sellers.
“With no dedicated DTC stores yet, we’re always thinking about how we can bring Julius Marlow to life in more locations,” MacIntyre said. “As our channel mix has changed, range segmentation has become more of a focus.
“Ensuring we go to market with the right product at the right price-points for each account, without having too much duplication. We don’t want our customers overwhelmed by a sea of black lace ups. He should be able to easily and confidently shop the Julius Marlow range anywhere.”
The shift around with Myer concessions also comes as Julius Marlow’s parent company Brand Collective rolled out 20 new footwear spaces across Myer in April 2025. The new dedicated spaces offer full ranges across Julius Marlow, Hush Puppies and Reebok.
The destinations will also introduce seven new brands to the Myer floor, including Clarks, Clarks Originals, Volley, Grosby, Explorer and JM Thirty 3.
MacIntyre said taking control of Julius Marlow’s destiny was key in this decision. She said brand awareness in the under 45s age demographic is a key metric, alongside strong sales growth.
She added that wholesale authenticates the brand, creating the right edit and service for that account’s specific customer, whether that be a department store format or a boutique independent.
“This has traditionally been a growth channel for the brand, and we don’t see that changing,” MacIntyre said, going against claims across the market that wholesale fashion is a dwindling market.
IBISWorld recently reported that clothing wholesaling in Australia has contended with declining revenue over the past five years, primarily due to major retailers bypassing the industry and vertically integrated global brands like Uniqlo and H&M dominating the market.
The research firm projected a decline in revenue for the industry by 3.4 per cent over the five years through to 2025-26, rounding off at $6.6 billion, including an expected 2.2 per cent slip in the current year.
“Popular ecommerce marketplaces like Shein and Temu have further eroded wholesalers’ relevance, as both consumers and smaller clothing retailers source directly from overseas suppliers,” IBISWorld added. “Wholesalers for specialty markets like uniform supply have remained comparatively resilient, while men’s and women’s clothing wholesaling has suffered.
“While renewed consumer confidence and rising disposable incomes have helped stabilise retail sales from a lull in 2022-23, intense downstream price competition and direct sourcing continue to limit wholesalers’ opportunities.”
For MacIntyre, its DTC e-commerce website is a beacon for the brand. This is where customers can go to discover the brand in its full expression.
“Style education, collaborations, quick creation product and value bundles are focuses for the platform,” she said. “It’s not about winning in just one channel; we want everyone to have success and grow together to build the story of Julius Marlow, a great Australian brand.”
She added that trust in product and relationships are everything in the wholesale fashion industry, and are crucial for future-proofing.
“We have a lot of legacy in our wholesale team. They’ve built strong relationships over years (and decades!) of partnerships with our accounts, creating a network of support and trust they can rely on,” MacIntyre said. “Customers also have to trust your product. It’s not just a label you pay for; it must be a great product that holds its value, that you can rely on wearing every day.
“Julius Marlow has always been designed in Melbourne, so we get to see guys walking around wearing our product. It’s hugely satisfying.”
MacIntyre said Australian men are quite classic in their style, which means range evolution has to be managed carefully. This is not about chasing trends, MacIntyre noted, but simplifying staying up to date on popular shapes and colours.
From that, the brand has developed new products for its Spring/Summer 2026 collection, which includes a slight refresh alongside hero core styles.
“In tough times people go to trusted brands, and being around for nearly 100 years, Julius Marlow means something to the men all around Australia. We’re known for quality, value, and timeless styles, and that’s not going anywhere.”