ZaneRobe tackles the world

In an industry predominantly shifting its manufacturing offshore, Sydney-based menswear manufacturer zaneRobe is successfully exporting its fashionably quirky menswear collections to the world. Jill Pullen reports.
Edgy streetwear label ZaneRobe was established in 2001 by two friends Jonathan Yeo and Leith Testoni - both of whom were frustrated by the lack of stylish, funky Australian-made menswear on the market.
With a mission to reinvigorate the menswear market, the design duo's first commercial collection consisted of a small range of collared men's shirts made from rare Japanese cotton poplin.
Although turnover for the first season was meager - selling into just 10 independent boutiques in Sydney including Tuchuzy and Incu, the business generated an underground cult following and in turn acquired enough capital to re-invest for the following season.
Strong demand for the label saw the boys rapidly expand their collection the following season to include a range of quirky and offbeat t-shirts, denim, shirts and polo tops for men aged 16 to 35.
Concentrating the majority of their time and effort on building the brand's identity in Australia, word soon began to spread overseas about the funky new label making waves on the fashion scene.
ZaneRobe's first entry into exporting occurred in 2003 when the boys signed an agent in the UK.
"We were getting heaps of emails and phone calls from UK tourists who had seen our clothes whilst in Australia and wanted to know where they could buy the label back home," says Yeo.
"So we just got on the phone and started looking for an agent in the UK. We ended up signing a company based in Covent Garden called Fashion Factor. They really love our brand, which is really important to us.
Designers looking to expand overseas must concentrate on finding an agent, who really digs the brand, otherwise they are not going to get the support they really need."
Currently boasting 15 accounts in the UK, the company expects this number could rise to approximately 30 within the next few months.
"There is huge demand over there for Australian brands and it is getting stronger. Our UK agent keeps telling us to keep the Australian theme in our designs because consumers are loving it."
ZaneRobe also maintains 10 strong accounts in Canada. This number is also expected to rise by the end of the year.
"Canadians are also going bananas over Australian brands," says Yeo.
"We have just signed a new agent there to better distribute our label. Our previous agent was okay, but we wanted someone who was more in-tune with the brand. Our new agent is PYA Importers. They will also be covering the top of the east-coast of the US and will be approaching a few people on the west-coast."
Yeo and Testoni will travel to Canada in the coming months to meet their new agent.
Looking further abroad, the zaneRobe will also launch in Spain in September and has entered into initial discussions with agents in Holland and France. Approximately 20 accounts are expected to be signed in Spain in the coming weeks.
"We are ecstatic with the projected forecasts, but having said that we are not going to jump to any conclusions," explains Yeo.
"Because we are entering new markets we have to keep in mind that people have to be given time to familiarise themselves with us. We must also prove to our new Spanish stockists that we are reliable and that we have proven sell through. I would be happy with just 10 strong accounts and sell out rather than have 20 accounts and not sell out."
Turnover this year is projected to hit $500,000 for the current 50-piece collection in six countries including Australia, New Zealand, the UK, Canada, Spain and Singapore.
ZaneRobe is considering participating in Melbourne Fashion Week and Fashion Exposed's preview showcase in Melbourne later this year as the next step to showcase the brand to more international buyers.
Offering advice to young designers keen to tackle the overseas market, Yeo recommends touching base with Austrade.
"Austrade do a lot of great work to help young designers. They have helped us out a lot with information about specific countries and export regulations. They have also invited us to a lot of trade seminars covering to"When you come to deal with clients overseas it is important that you are not at an arm's length when you are dealing with them. You have to be readily available to speak with people, so it is a round the clock job."
Future plans forsee the company expanding its product range to include more men's fashion accessories. New product categories being explored include bags, sunglasses, beanies, scarves and wallets. The company also hasn't ruled out launching a line a womenswear.

:Quick fire facts
COMPANY: zaneRobe
FOUNDERS: Jonothan Yeo and Leith Testoni
PRODUCT: Quirky streetwear including printed tees, denim, polos and shirts. Retail price points for the collection start at $65.
COUNTRIES STOCKED IN: Australia, New Zealand, Canada, Spain, Singapore and the UK.
AUSTRALIAN STOCKISTS: David Jones, Glue, Universal Stores, Tuchuzy, Beach Culture and Dakota 501.

Pull quote - "Designers looking to expand overseas must concentrate on finding an agent, who really digs the brand, otherwise they are not going to get the support they really need."