While holidaying overseas, a former Myer and Just Group Buyer discovered the innovative Canadian men's underwear brand SAXX. Recognising the brand’s potential, the owner secured the Australian distribution rights, given its strong customer base and representation in retailers across Canada and the United States.
The Challenge: Opening Retail Doors and Gaining Traction in Australia
Despite quick success with a couple of major retailers, the initial marketing budget was depleted and SAXX was facing difficulties finding a dedicated following among Australian men due to its premium price point in a highly competitive market, dominated by long-standing Australian brands.
Solution: Brand visibility and performance marketing
Recognising their limited experience in Australian distribution and wholesale environments, the owners sought my experience to help with a brand awareness campaign and develop a national B2B sales and marketing strategy, aiming to secure new business partnerships to fulfill the terms of their distribution agreement. Additionally, they needed digital marketing help to drive direct-to-consumer online sales.
Outcome: National Recognition, Rapid Online Growth, and a Strategic Exit
I strategised and executed a savvy publicity campaign that propelled SAXX into the spotlight, securing valuable online and print coverage in the industry's leading apparel trade publications. This heightened exposure resulted in increased interest from potential retail partners and played a pivotal role in securing a partnership with the major online retailer, The Iconic.
Simultaneously, the implementation of a consistent digital marketing strategy resulted in an impressive 23.4X growth in the SAXX customer database. Adjustments to the pricing strategy also contributed to a remarkable 227% increase in online sales.
Ultimately, the owners recognised that sustaining the SAXX brand under their stewardship would require a substantial injection of capital. As a result, they made the decision to transfer the brand to an existing distributor with solid sales channels who could continue driving its adoption in the Australian market.
Media Links
https://insideretail.com.au/news/saxx-hits-australian-shores-201707
https://www.ragtrader.com.au/news/saxx-s-ballsy-new-campaign
https://www.ragtrader.com.au/news/city-beach-and-rebel-are-on-board-with-this-brand
https://giftguideonline.com.au/us-brand-saxx-launches-in-australia/
If you're seeking to expand your wholesale channels, accelerate online growth, or develop a comprehensive sales and marketing strategy, I can provide the expertise and support you need. Contact me today to learn how my sales and marketing advisory services can help your business thrive.
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