Australian fashion label Mossman is re-entering Myer, nearly a decade after its first partnership with the department store chain.
Mossman co-owner Deanna Depetro said the brand first launched into Myer in 2016 before stepping away. The decision to return came after Myer presented Mossman with a detailed proposal outlining store refurbishments and changes to its buying strategy, including a shift toward what Depetro described as more contemporary brands and a focus on a younger customer demographic.
“They're now really targeting Gen Z. They've re‑strategised their whole buying plan, focusing on more innovative and cooler brands,” Depetro said.
On top of this, Depetro thinks the expected inclusion of Solomon Lew onto the Myer board this year can only spell good times for the retailer’s future.
The partnership will begin in nine stores plus online, expanding to 12 doors for the spring/summer season, with Myer forecasting a rollout to more than 20 stores by 2027. Mossman will continue its existing wholesale relationship with David Jones alongside the Myer deal.
To mark the Myer return, Mossman is hosting a launch event this week. Depetro said physical events remain an important part of the brand's strategy, allowing consumers to connect with the product and brand in a way that digital channels cannot replicate.
All this comes as Myer's operating model shifts in recent years, which includes the merging in of the Just Group brands – being Just Jeans, Jay Jays, Jacqui E, Dotti and Portmans – as well as rejigs to its private labels, a ramp-up in its beauty ranges, the closure and hopeful relaunch of Sass & Bide and upgrades to its Myer One loyalty program.
Beyond department stores, Mossman is also stocked through The Iconic and independent boutiques across Australia. The brand is also active in the Middle East, which Depetro said is returning to normal trading conditions, and is pursuing more opportunities in the US, which she described as a challenging market.
In the Middle East, Depetro said the market there has slowed this year given the geopolitical tensions, but added that things are looking up. Mossman clothing can be found at Ounass and Harvey Nichols in the region.
“They're kind of in a phase where they're slowly rolling out of a lockdown, similar to the end of COVID,” Depetro explains. “They're going back to normality, which is a really good thing.”
Looking further ahead, Depetro flagged opening a standalone retail store as a key goal for the business, noting the label is currently online-only outside its wholesale accounts.
Mossman was acquired by Depetro and her business partner Ben De Rango in 2016.