Tony Bianco sinks Scooter

 

Yet another trace of Figgins Holdings will disappear from the Australian retail scene this December when Tony Bianco rebrands the last Scooter store.

Tony Bianco director Anthony Bianco revealed his company will relaunch the Melbourne Central Scooter store as a Tony Bianco boutique on December 16. This follows the conversion of another Scooter store in Melbourne's Highpoint shopping centre to a Tony Bianco boutique in October 2010.

Both sites had been trading under the Scooter name but filled with Tony Bianco product since Anthony Bianco acquired the retail sites from Figgins Holdings in early 2010. Scooter was just one of four retail brands operated by Figgins when it collapsed into voluntary liquidation in February.

Bianco revealed the two boutiques were redesigned by Melbourne firm Herbert & Mason and will bring his national store tally to 17.

Also on the cards for the women's footwear brand is a new winter 2011 marketing campaign to be fronted by local model of the moment, Bambi Northwood-Blyth. In addition to featuring in campaign shots, the model will also write a blog for Tony Bianco.

“We want to continue to be the destination brand providing fresh, new and exciting product to the Australian fashion market,” he said. “Bambi epitomises where we currently see ourselves as a brand.”

Tony Bianco's current marketing strategy is focused on social media including Facebook and Twitter, with the label having hired digital media agency Get Glossy to assist with its online marketing push.

“On Facebook alone we've grown our numbers from 1000 to 100,000 in just this year,” Bianco said.

Northwood-Blyth will replace outgoing ambassador, actor Jodi Gordon.