Banjo
& Matilda has won over a fast-growing following of consumers who are
attracted to the carefree luxury beach lifestyle that is embodied in the
company’s brand of premium quality knitwear and finer multi-ply cashmere
basics. Emblematic of the company’s profile are facts like the material for
their cashmere being ethically sourced from the incredibly soft undercoat of
tiny Mongolian goats that only produce on average as little as 150 grams of
this superb material each year. This level of concern for the sourcing and
quality of the product resonates profoundly with the intended audience and has
set up the brand to perform nicely as they roll out into more and more retail
locations globally.
The
company’s unique and attractive brand of knitwear cut its teeth and grew out of
the popular Bondi Beach/Bondi Bay scene in Sydney, NSW, Australia. The name of
the town and its surrounding suburb is practically synonymous with a trendy,
up-scale (yet relaxed) beach lifestyle and Bondi Beach is widely known amongst Aussies
from being featured in TV and film, as well as being home to a number of
noteworthy celebrities and personalities. Australia’s top international short
film festival, Flickerfest (think Cannes on the beach), even takes place at
Bondi every year and the locale has become known as a kind of Mecca for
surfers, exuding an almost Zen-like aura.
Banjo
& Matilda’s focus on articles of clothing spun from the very best natural
silks and organic cotton, which not only encapsulate the laid back Bondi Beach
lifestyle as a brand, but also represent a conscious consumer choice that runs
counter to the planned obsolescent world of fast fashion, is a particularly
good niche marketing decision. The consumer in the primary target markets wants
a lovable piece that can endure the passage of time with grace and which also
represents a sustainable approach to textile manufacturing.
Banjo
& Matilda has grown quickly from their origins in Australia, but they still
maintain their design studios in Sydney, from which the company churns out a
stunning array of new collections every season, lovingly designed to capture
the imagination of shoppers. Today, BANJ’s selection of tops (cardigans,
crew/vee necks, hoodies, turtleneck and statement sweaters), bottoms (pants and
jumpsuits) and accessories (scarves, sleepwear and travel wear), are available
all around the world from New York and Germany, to New Delhi and the Middle
East, prominently featured at leading retailers such as Neiman Marcus, Harvey
Nichols, Intermix, and David Jones.
The
decidedly uncomplicated, yet opulent hand-crafted lifestyle brand clothing from
BANJ really managed to make some killer waves during their latest Fall/Winter
season, with record sales of $897k (reported July 8) and a 63% jump from the
prior year’s Fall/Winter season. Thanks in large part to a successful retail
distribution expansion from just 18 stores during the same period in the
preceding year, to 129 stores as of late June, these latest sales figures are a
glowing hallmark of where the brand is headed.
Powerful
organic demand for the company’s “luxe casual” lifestyle brand offerings has
really accelerated retailer traction for BANJ and the company also tapped top
U.S. fashion agency, HATCH, to help increase throughput across North American
markets even more. Already influential to sale and distribution growth, this
move by HATCH and BANJ should lead to even greater brand presence in North
America during the remaining 11 months of the campaign and particular emphasis
will be paid to optimizing penetration into the Canadian retail space, seen by
the duo as a real growth area. HATCH is known for working with some of the
hottest, most unique designers in contemporary fashion today and the marriage
to BANJ on this campaign feels as natural as the company’s clothing.
The Banjo
& Matilda label’s exposure is set to grow by leaps and bounds in the U.S.
over the next year or so and investors will want to keep an eye on the company
for further indications of their distribution footprint’s expansion, as well as
expressions of their ability to successfully connect with and win over a
well-defined demographic, represented by continued sales growth.
Learn more
about Banjo & Matilda at www.banjoandmatilda.com
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