Strandbags is branching into new categories in a bid to attract new customers and expand its target market.
The retailer is planning to launch a youth line for mid-2023, and is also in the process of establishing a men’s travel/work range for late-2023.
The plan comes as Strandbags launched two new ranges earlier this year, Evity and Nere.
Speaking with Ragtrader, CEO Felicity McGahan said that despite a successful Father's Day trading this year, women form the core of Strandbag’s customer base. She hopes to expand this for the company through new categories.
“These two brands are a little different for us because they're customers that we want, not customers that we've necessarily got,” McGahan said.
Speaking on the upcoming youth line, McGahan said the range is targeted towards Gen Z.
“This brand really will sit in that kind of sweet spot of 18 to 25," she said. "It's very much the Gen Z, and making sure that we've got that youth offering.
“We've just finalised the brand name and the identity,” McGahan said. “We're on track to launch it mid next year.”
Felicity confirmed that the range will be available across all its stores and even outside Strandbags.
“We think that there's a big opportunity outside Strandbags as well,” she continued. “Just looking at whether there's a wholesale opportunity or marketplace that might be relevant for that."
McGahan confirmed the process has commenced with IP work across trademarks.
As for the men’s space, McGahan said the new venture will expand on its current product proposition.
"We do have a men's business today, but it's mostly a gifting business. It’s women buying because they know that it's there.
"We see an opportunity to do an accessible men's brand in this travel work space.”
McGahan said the new addition will create a full offering across accessible leather (Evity), value fashion travel (Nere) and its Gen Z brand.
It is scheduled to launch next year, following 12 months of brand work.
“When we talk about the ongoing journey for this business, it's about modernising and focusing on these value businesses,” she said. "It’s about hitting that very accessible spot in the middle and giving great design but at a great price."