Hat brand Helen Kaminski is setting its sights on global retail expansion after recently unveiling a transformed flagship store in Sydney’s Queen Victoria Building.
Speaking with Ragtrader, executive vice president of global sales and marketing Mary Barclay confirmed one key goal is to open its first brick-and-mortar store in the United States, in the state of Hawaii next year.
“The brand already has a strong global presence, with points of sale in the US, Europe and across Asia,” Barclay said. “Both Japan and South Korea are strong markets for the brand with South Korea boasting 30 retail stores.
“We are familiar with our global customer and are mindful to ensure that our distribution aligns with this customer base as well as seeking opportunities to attract new customers to the brand.”
Currently, the brand operates one retail store in Australia at the QVB, where it has been trading for several years. It is also stocked in over 50 David Jones locations and specialty boutiques in the region.
Barclay said the revised 58 square metre store in the QVB followed the launch of a new retail concept and set of global retail guidelines in partnership with Australian architect and design firm Russell & George. The new flagship includes colourways across bronze, terracotta white and earth tones, alongside material elements such as bamboo, limestones and boucle fabric.
The store will offer multiple product categories, including the brand’s raffia hats, as well as its growing range of handbags, footwear and small accessories - all under the creative direction of Hannah Zemanak, who has been head of design for Helen Kaminski since November 2023.
Barclay said all these recent brand shifts come amid a boom in the accessories market in recent years. Research firm Statista reported that revenue in accessories is expected to show an annual growth rate of 6.73%, resulting in a projected market volume of US$1.87 billion (A$2.8 billion) by 2029.
However, Barclay added that there has also been a surge in market saturation.
“People have so much more information at their fingertips, it is harder and harder to attract new customers in the accessory space,” she said. “We are fortunate to have a brand with such a rich Australian heritage.
“When the company started 40 years ago, Helen Kaminski was a true innovator within the raffia space. The brand’s constant focus was on what else this sustainable material could do.
“Each season, our design team remain true to this ethos, they start with raffia and with the help of skilled artisans they braid, crochet, and continue to launch new stitches and contemporary techniques. Your product, its quality, traceability, and longevity, has to speak for itself.”