Gift and homewares wholesaler Design Mode International (DMI) launched two new European brands at the February Sydney Reed Gift Fair, Senz umbrellas from the Netherlands and Vita lighting from Denmark.
While Senz has been available in Australia before, Vita is completely new to the market and DMI director Craig McCredie says retailers responded positively to both. “Retailers embraced the new set up – that we were now distributing Senz – and Vita was completely new and something different so customers were willing to try a new brand and concept.”
As DMI is committed to supplying customers with contemporary, well-designed products, both brands add value to its existing ranges. “They were both suitable for our existing customer base so it is an added offering to those customers,” explains McCredie.
“Vita was a natural fit for us as it is Danish and we represent other Danish brands, and the look and feel of the product complements our homewares and interior brands. The uniqueness of this brand is it is mostly flat packed and easy for the retailer to assemble and keep in stock as it doesn’t take up much space.”
Senz umbrellas also fit well with DMI’s product offering, as they are a functional accessory. “They complement our existing ranges of Secrid wallets, also from Holland, and a range of bags and IT accessories such as covers and sleeves from a US company called HEX. These brands are all innovative and provide excellent functional properties that separate them from the standard categories they represent.”
