Retail forecasts remain gloomy into 2009 but Max believes expansion is the right strategy. Photo / Glenn Jeffrey
Despite signs of a slowing in retail spending across the ditch, New Zealand fashion brand Max is pushing ahead with a planned expansion into Australia next year.
The assault on the highly competitive Australian fashion retailing industry will initially come via the web - a move that had
been signalled this year by the womenswear chain's owner, multi-channel retailer Ezibuy.
Ezibuy, perhaps best known for its mail order catalogues, has come a long way from a single warehouse operation in Palmerston North in 1978.
Today, it is a multi-channel player with a growing online presence, retail stores and catalogues for 35 brands, mailed to more than 650,000 active customers in New Zealand and Australia.
Max is hoping to use the Australian expertise of its parent, which bought the chain in December 2007.
It also has a number of moves planned for its 39-store New Zealand base next year, as retailers ride out a slump in consumer spending.
Retail spending shrank in real terms in each of the first three quarters of 2008 and expectations are little better for next year.
But Max has scored a number of coups, including the deal as exclusive fashion sponsor for TV3's new series New Zealand's Next Top Model.
It has also signed up Australian fashion designer Kirrily Johnston to design a collection to be available in stores in March.
"We're a fashion house, we can't stand still and even in a less than fabulous economic cycle we absolutely believe that a great brand like Max needs to be positive about the future and we've come up with what we believe is a watertight strategy that will see us continue to evolve," said Max marketing director Sandy Burgham.
Max was upgrading the fabrics used in its ranges, and investing in more detailed designs. It was also revamping its livery, and reworking store fitouts next year.
"By going through every aspect of our business, we've been able to make some really important changes in the way we create the range and how we present the brand, so we can keep the whole offering fresh and exciting to both new and existing customers."
