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Australian kids 'a la moda' in Spain
Jul '08
It may be the home of some of the world's best known fashion labels - Manolo Blahnik, Zara, Mango and Balenciaga- but the Spaniards are learning a thing or two about how to dress their young fashionistas from an unexpected quarter, a new store in Madrid, Australian Kids.

Austrade's Trade Commissioner for Spain, Michelle Wade, said that the recently opened store in a trendy part of Madrid stocked a range of edgy Aussie kid's labels and swimwear and is indicative of the Spanish seeking new and innovative products.

"Australian fashion has a niche reputation in Spain for surf and streetwear. Brands like Billabong, Roxy and Mambo already have a great profile. The labels stocked by Australian Kids: Willow & Finn, Edenstar, Moppit and Early Birds extend the fresh, vibrant and lively Australian style into a new sector," said Ms Wade.

“Australian Kids also offers sun-protective swimwear labels CuddleFish and Darimi Kidz. Despite the extreme summers, the Spanish market has been slow to buy protective clothing and these labels are gaining interest because of their novel and fashionable design and high quality of production."

“The store has captured the imagination of the Spanish fashion media and we've seen coverage on television, the major print dailies and fashion magazines.

Owner of Australian Kids, Mr Antonio Gallardo said he had conducted extensive market research before settling on the idea of an Australian branded store.

“Expenditure in children's wear in Spain has grown 55% in the last six years but the industry has fairly fragmented distribution, compared to other subsectors,” said Mr Gallardo.

“After seeing publicity placed by Austrade in Spain about Australian children's clothing and accessories I saw the fantastic website and I was really inspired to go further with the concept.

“We felt that an Australian branded store with a clustering of edgy and interesting labels would capture the imagination of a Spanish market determined to dress their kids in something different and exotic.

“We are currently extending from our flagship store into a wider distribution network and we have already made sales to retailers of swimwear products in the north of Spain.

According to Ms Wade Spain is the ninth largest market in the world and offers opportunities to a range of Australian companies.

“We have contact with customers who hold multiple Australian brands in a range of sectors and are continuing to seek new products,” she said.

The Australian Trade Commission

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