Andrea Moore broadens business strategy with a new line to launch in Farmers

  • News
  • August 1, 2016
  • Will Bowman
Andrea Moore broadens business strategy with a new line to launch in Farmers

With more than a decade in the New Zealand fashion industry, Andrea Moore is set to launch a secondary range - I AM - into Farmers stores later this year to secure a path for long-term growth of the brand. 

The move by Moore, with business and life partner Brian Molloy, builds on their seven stores already operating throughout New Zealand and its launch marks a strategic step change for the already well established brand.

"With I AM we're appealing to the weekend personality of our Andrea Moore customers with a playful collection designed to work together and make dressing easy," says Moore.

The launch is a considered step in a broader business strategy and secures a path for long-term growth for the brand. The goal is to make design integrity accessible and affordable for a broader market in New Zealand.

The line itself, described as "bold and playful," will comprise of 26 styles focused around interchangeable separates and dresses in bespoke prints. Items in the collection will retail from $69.99 to $189.99.

Farmers group merchandising manager Eula Wood says its is thrilled to be housing the all-new I AM collection.

"Andrea Moore is one of New Zealand's leading designers and her fresh, contemporary collection will be welcomed by Farmers shoppers," says Wood.

Farmers, who operate more than 50 stores nationwide, present a unique scalable opportunity for the fashion label, while giving themselves a refreshing, New Zealand-centric, design element to their growing range of apparel.

"The I AM collection is one of many new-season changes that will help to further position Farmers as a modern shopping destination among Kiwis. It signifies an exciting direction for the department store," says Wood.

The much sought after label is known for its signature use of color, original prints and celebrating the individuality, strength and creativity of women. The new line stays true to this aesthetic, with Moore being inspired by a playful attitude, combining quirky prints with strong and simple shapes.

With a considered move to grow the brand, Andrea Moore & Co Limited has decided to aid the next stage of development with the launch of an online investment offer, available to the public from 27 July 2016, via Snowball Effect, the New Zealand based private equity marketplace.

The move is an innovative approach to raising the significant funds required to support the growth of the brand and presents an opportunity for the public and customers to have equity in the company as it moves into a new phase of growth.

The goal of the Snowball Effect campaign is to raise between $250,000 and $750,000 for between 6.7 percent and 17.6 percent of the shares in the company. Once raised, the funds will help finance the working capital requirements for their expected growth.

"We're genuinely excited about the growth opportunities available to Andrea Moore," says Molloy. "The Snowball Effect platform appealed to us as a very democratic way of reaching a broad range of investors. It allows us to connect with the growing market of people out there who are looking for high growth private enterprise opportunities outside the more traditional avenues such as investing in the stock market. Many of those people are our customers, so we also saw it as a way to bring them even closer as we progress on our journey as a business."

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