Swanndri's range of lifestyle garments offers men and women quality fashion styles, which are designed to last

When Swanndri was first developed by Taranaki tailor Mr. William Broome in 1913, little did he know that it would endure to become possibly New Zealand's oldest apparel brand and enjoy the legendary reputation it has today.

Only two other parties owned the brand prior to its acquisition earlier this year by Swanndri New Zealand Ltd. from former owner, Alliance Textiles NZ Ltd.

In July, Swanndri New Zealand Ltd. purchased the Swanndri and Royal Wools brands from Alliance Textiles in a multi-million dollar management buyout. This included the Swanndri range of garments as well as Royal Wools blankets, decorative throws and infant bed covers.

"Swanndri is part of New Zealand's heritage and is about as "Kiwi" as you can get," said Mr. George Cowper, chairman and director of the new company.

"The Swanndri brand has a story and a heritage that is unique and compelling; it is a New Zealand legend. It is real, it is authentic and it performs," he said.

Product development has seen the original 'Swannie' consolidate its place in the rural sector, but also develop a strong presence in the New Zealand home market and overseas.

"“The Swanndri brand today remains a strong and vibrant part of the New Zealand apparel industry," said Mr. Gerard Kilpatrick, marketing director for Swanndri New Zealand Ltd. "The move into a new range of lifestyle products for wear off-the-farm has extended Swanndri's position as an iconic Kiwi brand."

While the bush shirt would continue to be important to the product range, sales of lifestyle garments now accounted for 25% of the company's turnover, said Mr. Julian Bowden, chief executive of Swanndri New Zealand Ltd.

"There has been a revival of interest in natural fibres, especially wool, particularly at the top end of the market as more and more people are recognising that our products such as mohair throws or Merino jackets, for example, are quality items which combine style and luxury with all the natural properties of pure New Zealand wool," he said.

"The public has become more informed on the benefits of wool, both as base layers and outer wear. Swanndri has been using New Zealand Merino wool for more than six years now in outerwear and jackets and in the last two years we have been developing wool as an important feature in mid-weight, next-to-skin layers, and our exclusive Flexiwool range."

He added: "We purchase fibre from the New Zealand Merino Company as a brand partner and as supporters of New Zealand's primary industry we are committed to adding value to farmers' product."

Whereas in the past Swanndri was seen predominantly as a man's brand, product development and the development of women's ranges had been extremely successful, said Mr. Bowden.

Ranges now include jackets, vests, knitwear, mid-weight Merino and base-layer garments for men and women, and a new range of children's wear.

"We make fantastic work wear with great fabrics and our range has evolved from the traditional farm wear into the lifestyle and fashion ranges," Mr. Bowden said.

"We are very true to wool throughout our entire product development. This commitment has continued into our lifestyle range and as New Zealand is traditionally wool-based our consumers are able to see the transition from work wear to lifestyle and fashion as an easy one."

Mr. Bowden said Swanndri would continue to develop its product range for the industrial sector. "We were one of the first to take wool and develop it to meet the day and night time industry standards for high visibility and this has been an important development for the industrial sector," he explained.

"We have also developed bush shirts with waterproof, windproof and breathable linings and such technology is important as the market is becoming more educated in fabric performance."

The company has a strong and loyal nucleus of customers in New Zealand and reports strong interest in the range from overseas, with enquiries coming in daily from different parts of the world, including Russia, Canada, the United States and China.

"We have established markets in the United Kingdom, Japan and Australia and we intend spending time to consolidate these bases before exploring other export opportunities," Mr. Bowden disclosed.

Sales to Australia cater for the outdoor, rural and industrial sectors and in the United Kingdom, mainly for the rural sector. The Japanese market is largely interested in lifestyle garments.

When asked what sets the Swanndri brand apart from its competitors, Mr. Bowden said that not only was the styling unique to the brand, but its reputation as a quality, New Zealand-made garment gave it strong value both in New Zealand and overseas.

"Swanndri is a brand with a very proud heritage over 90 years and there is a huge amount of trust associated with the brand. The quality of our product is unmatched," he said.

November 2004
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