Fruit of the loom to land in Oz

9 December 2009

Iconic US T-shirt and casual apparel brand Fruit of the Loom will launch at FASHION EXPOSED under the banner of Sydney company RLP Distribution. With a heritage spanning 150 years, the globally recognised brand would take on the likes of Bonds and Hanes in the Australian market, confirmed RLP general manager Michael Wargent.

"Fruit of the Loom used to be available in Australia in a small way, but from next year we'll be offering the full range of product, with a strong focus on men's T-shirts. In the US Fruit of the Loom is everywhere and is the leading brand for boys and men's ‘tees'. Our aim is to make Fruit of the Loom a household name in Australia."

Retailing for around $18-$20, Fruit of the Loom T-shirts are renowned for their quality and value for money, he said.

"What really sets Fruit of the Loom apart is the fact that they have been manufacturing quality apparel for over 150 years. With this vast experience and knowledge of apparel they produce a wide range of garments that are comfy, stylish, high quality and great value for money."

RLP would introduce Fruit of the Loom to the Australian market at FASHION EXPOSED from 14-16 February 2010 at the Sydney Exhibition Centre, Wargent confirmed, adding: "Our initial aim at the trade fair is just to get the name and the brand out there."

Moving forward, the brand would be supported by Fruit of the Loom's point of sale promotional materials for independent stores, chains and majors.

"Further down the line we may expand our promotional activities, but the truth is this product doesn't need a lot of promotion. It's a great quality product at a great price."

 

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