Tommy Hilfiger takes on the Sunshine Coast

Global fashion brand Tommy Hilfiger has just opened its 14th Australian store at Sunshine Plaza in Maroochydore, Queensland, as part of an ongoing expansion which has experienced “double-digit growth” over the last few years.

“Driven by our retail expansions, e-commerce launch in the second half of 2018 and amplification of our world-class marketing, the Tommy Hilgifer brand has had stellar results worldwide and we are excited to bring the brand to our first regional location [at] Maroochydore,” PVH Brands Australia chief executive Craig Barnett told Inside Retail.

Spanning over 230sqm, the Maroochydore location reflects the brand’s global retail concept, fusing its US heritage with a modern finish.

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Barnett confirmed that the next two store openings would be at Emporium in Melbourne, followed by Indooroopilly in Queensland, with a few more openings to take place before the end of 2019.

The pace of physical expansion is worth noting, as it takes place in a market which has seen many other competitors shutter their bricks-and-mortar offerings to focus purely on online – or worse, close down their entire operation.

“The Tommy Hiliger brand DNA is classic American cool with a twist, and celebrates a determined optimism that Australians relate to. From a product side, the ‘90s nostalgia and iconic logo have been embraced fully here,” Barnett said.

“We have had strong retail growth year on year in our retail stores, but at the same time we have also launched our e-commerce site in Australia.

“We have a drive to integrate more digital innovations and experiences into our stores to make the traditional shopping experience more engaging for our consumers.”

Barnett notes that, with the brand’s e-commerce portal having opened locally across Australia and New Zealand near the end of 2018, Tommy Hilfiger is very early on in its omnichannel operations in the region – though understands that the physical and online channels should be aligned.

As such, the Australian arm of the business is working with global counterparts to bring innovations seen internationally into the Australian Tommy Hilfiger experience quickly.  

“The brand is constantly evolving through innovation, collaboration, and focus on sustainability and corporate responsibility,” Barnett said.

“It is certainly an exciting time for the brand.”

Authors: Dean Blake and Jo-Anne Hui-Miller


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