One of the largest apparel companies in the world has unleashed a new brand in Australia.
US-based Eastpak has landed in Australia, with an ambitious and tailored expansion strategy to settle in and take the market by storm.
The label, which sells apparel and accessories including backpacks and luggage bags, is owned by global fashion giant VF Corporation.
Eastpak commenced a trial of the Australian market a few weeks ago via selected stockists, with plans underway to increase its presence.
The brand is operated nationally by Abyss Distribution. Brand manager Ned Scholfield revealed Eastpak is looking to launch an online store in the first quarter of 2012, followed by a retail rollout.
“We will be opening multiple stores across Australia, in NSW, VIC, TAS, SA, WA and NT, but for the moment, we will be opening an Australian online store in the next quarter and toying with the idea of opening a flagship store with another brand we distribute called Coal Headwear,” he said.
“We believe there is a great opportunity for a more youthful luggage brand in Australia. Australians are outgoing, fun loving, and active people, and that is exactly what Eastpak is about. We can see a gap in the market.”
Scholfield also said that while the brand has soft launched here with just one collection – the Returnity range – in stores, it will look to boost its product offering significantly in the next few months.
“We have decided to go with a soft launch for SS12 as we thought it was more important to focus on getting some good retailers up and running. Australia is a relatively small market that has been saturated with surf brands so we needed to be selective,” he said.
“But 2012 is a huge year for Eastpak, and we will be releasing in more than 10 collections throughout the year. We also have some collaborations with three of the world’s biggest artists including Kriss Van Aasche – head designer of Dior. All these collections will be available in Australia and will be released at the same time as the rest of the world.”
However, despite Eastpak's strengths, Scholfield said breaking into the Australian market still represents a formidable challenge for the brand.
“Australia is certainly unique in that Eastpak is not well established here yet. In Europe it is absolutely huge and everybody knows Eastpak. So to assist retailers, Eastpak has developed Eastpak Academy - a sales tool that introduces staff to the brand and summarises its selling points and identity,” he said.
“Our goal with Eastpak is to become a well established luggage brand and a name that everybody knows, but to be successful we believe training the sales staff about the brand is essential, they need to know that Eastpak is a true heritage brand.”