Surfbrand Piping Hot is celebrating 15 years of having a direct to retail license with Target.
As one of the first ever Australian fashion brands to ink a direct market licensing deal, Piping Hot has in-store presence in 22 departments with its apparel, hats and caps, footwear, wetsuits, swimwear, beach towels, bodyboards, surfboards and wetsuits.
Piping Hot owner Mark Johannsen said the brand has enjoyed double digit growth this season with new product development and category ranges.
“We’re incredibly proud of the Piping Hot success within Target which has been a boom for the brand. Growing in a market where surf wear is suffering is no mean feat and to remain privately Australian owned and operated is the icing on the cake,” he said.
According to Johannsen, 2013 will be the biggest year for the brand after Target signed off on extending the brand into new categories including capsule ranges which hark back to the design heritage, drawing on influence from the heady 80’s.
“We have 37 years of heritage in the Australian market and 15 years of heritage with direct to market licensing with an iconic Australian retailer. It is only natural that we would seek to expand on the strength and integrity of the brand name as well as the success of the Target partnership locally,” he said, believing the biggest growth opportunity for Piping Hot is through the expansion of women’s swimwear ranges, heritage ranges and aquatics.
Adding to the brand’s expansion and in recognition of the need to increase warm climate clothing, Target and Target Country stores in far North Queensland will be supplied with summer ranges all year round.
The brand’s team of designers is headed by former creative director for Quiksilver Michael Egan, who has helped create fresh, fun and relaxed designs at competitive price points.
International brand expansion is also imminent with Johannsen citing overseas markets as the next natural step for the brand.