SYDNEY: Fresh Soul Clothing has overhauled its distribution approach to better compete with youth brands such Seduce, Cooper Street, One Teaspoon and Mink Pink.
Launched in 2003, the Sydney-based label for men and women was originally stocked in six Vibe Clothing stores in Westfield shopping centres. Vibe Clothing is the owner of the label.
Earlier this year, national sales manager Florentina Polyviou set out to make Fresh Soul a nationally recognised brand, opening it up to wholesale opportunities. It has since picked up 30 boutique stockists in NSW and 12 in Melbourne. Queensland is the next focus for expansion.
"We want to make the label much bigger than it is, as we feel that we are ready to take that next step," she said. "We are happy to branch out to South Australia and WA, all around the country. I want to do at least 50 stores per state."
A public relations drive is planned for the brand in 2011 to boost retailer confidence in its consumer appeal.
"I aim for stores that are a point of difference, are more 'boutiquey' and are willing to really invest in the label,” she said. “They get more confident on the label with each range.”
Polyviou said the brand is actively pursuing department store representation with David Jones or Myer and is also set to launch an e-commerce boutique. Retail stores may be an option in future.
"When people get more brand awareness, that is when we know what our next step will be," she said.
The label offers sizes six to 16 for trend-focused consumers aged 22 to 50, with prices ranging from $49 to $149. Two main collections are provided each year, with around three ranges per season. Indent and stock on hand orders are available.
The brand has two designers for women and one for menswear. For women, a mix of edgy and feminine looks are offered, with maxi dresses or cocktail styles in the range. An urban feel dominates for men, with printed t-shirts, denim and hoodies offered.
Melinda Oliver