Mambo Surf De Luxe - a separate, elevated brand to the original Mambo label - has committed to a pureplay strategy after its launch this year.
Speaking exclusively with Ragtrader, Mambo brand and partnerships manager Matt Macaulay said while there is demand from bricks-and-mortar retailers, the plan for Mambo Surf De Luxe is to remain online. The move has been buoyed through strong DTC sales and a new partnership with The Iconic.
“The range has been received exceptionally well," Macaulay said. "This is because Mambo Surf De Luxe resonates strongly with original fans - those who wore us in the 80s and 90s - and also Millennials and Gen Zs. While some of our new customers may not be influenced by the history and nostalgia of the brand, some trends are helping us drive interest with these demographics."
Macaulay said MSDL’s brand awareness is being driven by local artists who are wearing items on stage at festivals. The brand’s loud shirts are also back on the market, driven by consumer demand, with further calls for Mambo's original heritage art.
"The original Mambo audience has never really left us, and their passion for cheeky, irreverent Mambo designs and products has lived on; now being passed down to their kids and grandkids,” Macaulay said. “Over the last few years, we’ve also seen fashion trends shift towards reimagining 80s-90s-00s designs, colours, prints and an ongoing revival of nostalgia. That, paired with the huge eCommerce growth we saw through the pandemic, we thought Mambo Surf De Luxe could really deliver across the board.”
Macaulay said that compared to the original price points at Mambo’s initial launch almost 40 years ago, it’s “right where it should be” for today’s market. Mambo Surf De Luxe's loud shirts, for example, retail between $79.99 to $99.99, while Mambo Australia shirts, which are sold at Big W nationally, range from $18 to $30.
Speaking on the core Mambo Australia brand, Macaulay said it has grown over the past few years and still offers accessible price points for customers. The range has diversified to include multiple categories, including apparel, footwear, swim, luggage, backpacks, stationery, surfboards, bodyboards, sunglasses, watches and other accessories.
Macaulay said the future plans are to grow both Mambo Surf De Luxe and Mambo Australia alongside one another. He also noted plans to expand more overseas; his team currently manages the overall brand throughout Asia Pacific and the USA.
MSDL is planning to keep the drops small and limited through monthly pushes, with a targeted approach to highlight artists' capsules.
“These artists include recognisable names like Dave Mckay and Reg Mombassa, who both have capsules exclusive to Mambo Surf De Luxe,” Macaulay said. "These collections are performing incredibly well as people, young and old, are snapping up the products. Our goal is to always authentically lean into our history while also working with an incredible design team to stay modern and up-to-date with upcoming trends.”
Sustainability and Community
As part of its business, Mambo has ongoing ESG commitments across people, environment, community and ethical sourcing.
“We are always striving for the best in everything we do, and we have a dedicated sustainability team to ensure our targets are met,” Macaulay said. "Mambo Surf De Luxe has committed to bold targets for sustainable material, and we currently use a range of more sustainable fabrics.”
All of MSDL’s tees and longsleeves are made using Certified Organically Grown Cotton, while Loud Shirts are made from LENZING™ ECOVERO™. Macaulay said the latter is an eco-responsible viscose fibre that is derived from certified and controlled wood sources and produced with lower fossil fuel energy use and water than generic viscose.
Mambo's swimwear range at Big W has also transitioned to Repreve® recycled polyester and will develop more sustainable fabric solutions for that base.
“Recycled polyester, when compared to conventional polyester, has a significantly lower carbon footprint," Macaulay said. "These will continue to be exciting developments with Mambo Australia products, while we also maintain accessible price points at BIG W."
As well as driving sustainable initiatives for both brands, Macaulay said Mambo continues to support grassroots communities, which is also a focus for MSDL.
“It’s authentically who we are and is part of the reason the brand grew the fan base it did,” he said. "Mambo, as a brand house, supports the grassroots surf community by sponsoring a junior surf team and partnering with SurfAid and Surfing NSW. These initiatives are championed by both Mambo Surf De Luxe and also Mambo Australia."
For SurfAid, the brand is now reportedly in its third year with the organisation.
“We have also supported Surfing NSW through the years, getting involved in various events - the latest being the Junior High-Performance program and Tradie Surf Masters in Cronulla," Macaulay continued. "Beyond the brand support for these communities, Mambo Surf De Luxe independently supports additional causes, communities and initiatives.
“It’s a genuine part of the business and something all employees love getting behind, so I’m sure there will be plenty more in this space as both brands continue to grow.”