In July 2015, a mystery buyer scooped up struggling womenswear label Shanton and saved it from going under, but it seems this light at the end of the tunnel was an oncoming train.
The mystery buyer was soon revealed to be Revolucija Limited, which traded as Shanton. Revolucija is now itself in trouble – the Auckland-based company was placed into receivership on December 7, covering all business and assets of the company. The receiver is Andrew Grenfell of McGrath Nicol, who has been approached for comment.
Under Revolucija’s ownership, Shanton pulled its socks up, receiving a rebranding and refit across most of the stores. Outlets were trimmed from 27 to 13, with three of these being brand new stores in Auckland, Tauranga and Pukekohe.
“The new owner and rebranding represent the beginning of a new era in the life of the Shanton fashion brand,” media representative Monique Geenty then said.
She cited improved service, “visual inspiration for customers” and a new commitment to garment quality. Fresh drops of garments were to arrive in-store every two weeks.
In the year since these changes were announced, Shanton’s store count has risen to 16 including outlet stores.