Supplier Outliving will launch five new brands this month, adding to its extensive portfolio of blockbuster labels.
The new additions include Belgian brand Wild & Soft; Swiss books, games and gifts supplier Helvetiq; English children’s craft company Clockwork Soldier; Danish home accessories, furniture and textile brand Miss Etoile; and American brand Lulie Wallace.
While Outliving sourced a few of the brands during overseas trips, account manager Maria Maydew says some of the new additions approached the company directly.
“Some brands came to us as they feel we are the right fit as a distribution partner for them as we have a strong stable of brands under our umbrella already,” she explains.
They all represent the Outliving ethos which Maydew says is to “range fun and inspiring products that bring a smile to people’s faces”. The brands are all exclusive to Outliving and the partnership will be the first time they have had a permanent distribution partner in Australia.
Maydew says the brands were selected because they add something new to the Outliving stable.
“They bring a point of difference to our current assortment which is really important,” she says.
“We aim to build on the areas we see further potential in and home décor and children’s items are two such areas. The brands we have added this season fill what we feel are successful spaces for us where we have a strong customer base that is looking for newness.”
Outliving will launch the brands at the Home & Giving fair in Sydney, and Maydew says she thinks retailers will be pleased with the variety on offer.
“Winter can be a slow season for retailers; introducing freshness through new brands not seen in Australia before can be the key to good sales.
“Most of the brands originate from Europe too which is always an attractive quality for people.”
By Ruth Cooper
