Duraflex secures new partnership with Daniel Wellington



Duraflex secures new partnership with Daniel Wellington - Artificial Jewellery


Duraflex Group Australia (DGA) has been appointed the exclusive distributor of the Swedish watch and jewellery brand Daniel Wellington.

Daniel Wellington is available in more than 50 markets and to date has sold over nine million watches. The products are designed in Stockholm and have been endorsed by prominent brand ambassadors such as Kendall Jenner and Hailey Bieber.

Duraflex managing director Phil Edwards said the partnership would aim to make the most of the brand’s dedicated following.

“Consumer perception of the brand locally is extremely positive with an extensive consumer following. With the brand having been in the market for a number of years we are all aware of the significant brand awareness and significant consumer desire for the brand,” he told Jeweller.

“Currently, the brand is performing exceptionally well in both major department stores and mini-majors. Current distribution via independent retailers is limited; however, this will be strategically expanded via our DGA network.”

Edwards said the brand’s ability to closely engage with customers is remarkable – highlighted by more than 4.8 million Instagram followers and a monthly reach of more than 60 million.

It’s something of a revised approach to the Australian market for the brand, having previously been distributed by West End Collection. In recent years the company has attempted to move to a vertically integrated model; however, has now partnered with DGA. 

“Like many other international brands, Daniel Wellington had strategically pivoted to their own local company-owned subsidiary to establish a network of mono-brand stores to showcase the entire collection to consumers for a true brand experience,” Edwards said.

“They acknowledge this strategy also needed to be supported with a strong wholesale network, and have therefore over the past 12 months pivoted back to local distributors in many countries across the world.”

DGA will showcase Daniel Wellington at the upcoming International Jewellery Fair (19-21 August) in Sydney at stands A05, A07, and A12 and are inviting expressions of interest from local retail partners.

 

DANIEL WELLINGTON – What’s been happening?

 

More reading
Daniel Wellington New Zealand goes into liquidation
Charmista launch signifies new approach from Thomas Sabo
Bold new direction for Baume & Mercier
Thomas Sabo launches new range inspired by sunken treasures
Reflecting on 60 years of Duraflex
Edox returning to Australian stores

 





Source link

Web Stories
Artificial Jewellery
Logo
Enable registration in settings - general
Compare items
  • Total (0)
Compare
0
Beautiful Wedding Rings Earring – A look into the finest Beautiful Collection of AD Pendants Have you bought a promise ring yet? There a necklace for everyone. AD – A Collection of Beautiful Earrings. American Diamond Earrings. A collection of Artificial Jewellery – Rings Necklaces and Sets – Artificial Jewellery Trending Anklets Design Trendy Earrings Collection for Women Online Latest Trending Nose Rings Designs American Diamond Finger Ring American Diamond Necklace Designer Jewellery Royal Jewelley Earrings Trending Combo Sets
Shopping cart