Local lifestyle design and brand house Shine Group has inked deals with two of the world's largest retailers and revealed plans to significantly expand its fashion offering, following strong preliminary sales results for the 2012 fiscal year.
The Melbourne-based company recently acquired women’s fashion stalwart Body by Dainy Sawatzky and also operates lifestyle and accessories brand SunnyLife and women’s lounge and sleepwear brand Jethro & Jackson in Australia.
Following a period of growth, Shine Group creative director Joel Bartfeld has confirmed the group's SunnyLife brand has now signed with major international retailers, Bloomingdales in the US and John Lewis in the UK, with plans for further expansion into these markets.
According to a recent company statement, Shine Group has also achieved $10 million in sales so far for the 2012 financial year with a projected sales of $15 million for the fiscal year 2013, which will now also fuel a rapid expansion of the company's product categories on home ground.
“From its inception as a beach accessories brand in 2004, the Shine Group has been focused on innovating and delivering value backed by brand philosophy,” Bartfeld said.
“I’m not intimidated by the challenging market, I’m confident, because as long as you are clear about your strategy and aligning it with the changing market, you’ll succeed. I believe that’s what we’re doing, both domestically and internationally.”
Bartfeld said the group's first action for local expansion will be to focus on adding to the product stable of its core brands – SunnyLife and Body by Dainy Sawatzky – with plans to increase the fashion accessories offer of SunnyLife and “develop multiple categories to compliment the core fashion story” for Body by Dainy Sawatzky.
Bartfeld also revealed the company is actively “looking at multiple retail options, both pop-up and permanent” for both brands.
Shine Group operates out of Melbourne. The company now spans seven product categories, including homewares, women’s lounge and sleepwear brand Jethro & Jackson, recently acquired women’s fashion label Body by Dainy Sawatzky, and a corporate division specialising in designer gifts, lifestyle products and apparel.