American sporting brand U.S. Polo Assn. has launched a dedicated retail website in Australia.
The latest development follows the recently revealed expansion plans by Brand Machine Group, license holder for U.S. Polo Assn.’s menswear, womenswear, kidswear and accessories in the Asia Pacific region, including the opening of its first showroom in Sydney.
U.S. Polo Assn.’s Australian website will be operated by BMG, and builds on the reported success of its ecommerce platform in the United Kingdom and Ireland over the past three years.
"As an official apparel partner of U.S. Polo Assn., we've eagerly awaited the opportunity to extend our fast-expanding global reach into the dynamic Australian market and share our brand with more consumers around the world,” BMG CEO Boo Jalil said.
“With our newly appointed Country Manager, Kevin Cliffe, on board and the expertise in ecommerce that he brings, the timing couldn't be more perfect for this exciting venture.”
Cliffe confirmed the new website will showcase the brand’s seasonal collections
“U.S. Polo Assn. is known for its authentic connection to the sport and rich heritage, seamlessly blended with contemporary flair,” Cliffe said. “It offers a diverse range of sport-inspired products spanning from classic to collegiate.
“From casual chic to durable everyday apparel and accessories, each collection embodies the brand's commitment to timeless style, all at accessible prices for the whole family.”
U.S. Polo Assn. is the official brand of the United States Polo Association (USPA), the governing body for the sport of Polo.
Including Australia, the brand operates 19 websites globally, including across Europe, Africa and the United States.
“U.S. Polo Assn. is thrilled to be partnering with Brand Machine Group to reach more consumers in Australia with our new website and showroom in Sydney,” USPA Global CEO and president J. Michael Prince said.
“Our brand has an omnichannel strategy where we aim to meet fans of the brand where they want to be, whether that’s in-store or online. It’s all about accessibility and brand experience.”