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Friday / March 1.
HomemifashionnewsVMD Boosts Presence with Menrad

VMD Boosts Presence with Menrad

VMD has been appointed as exclusive distributor of the German eyewear brand, Menrad, for the Australian market.

Philip Crabtree, who heads up VMD in Australia, said the brand complements his company’s existing collections that comprise Bill Bass and Dirty Dog, Sceats, Deborah Hutton and R.M.Williams.

“For several years now VMD has been looking for international eyewear collections that would be relevant to the Australian market and complement our portfolio of brands.

“In the past we have been offered numerous brands, many of which are unknown in the Australian market, with promises they’ll be the ‘next big thing’ in eyewear… When the opportunity arose for us to be the exclusive Menrad distributor in Australia, it was a perfect fit. It gives us the internationally recognised collections we were looking for with ranges perfectly tailored to fit with our brand portfolio requirements.”

When the opportunity arose for us to be the exclusive Menrad distributor in Australia it was a perfect fit. It gives us the internationally recognised collections we were looking for…

Menrad’s brands include Jaguar, Davidoff, Joop! and Morgan, which, according to Mr. Crabtree, “offer a European influence by way of design, along with strong brand recognition”.

Jaguar, as the brand behind one of the most recognised cars in the world today, has high appeal with the male target market aged 35 and over, while Davidoff and JOOP!, as large international marketers of fragrance and fashion items, reach a broad global audience. Like Jaguar, Davidoff ophthalmic and sun frames targets men and, while Joop! targets women, and the Parisian inspired Morgan collections, target women aged between 15 and 40.

Cutting Edge Fashion

Menrad’s Director, Eberhard Muller-Menrad said “he is excited about Menrad’s 2013 collections which are fashion focused with the latest eye shapes combined with all important colour trends”. While Menrad manufactures small specialty projects in Switzerland, the bulk of sun and ophthalmic eyewear is designed and planned in Germany then produced in Menrad’s factory in China.

Business Processes Reviewed

Having accepted exclusive rights to distribute Menrad in Australia, Mr. Crabtree said he has reviewed his business processes to ensure efficient and reliable supply can be maintained, along with customer support at competitive prices.

“We have reviewed the wholesale prices and they are now more competitive for an international label. We have also simplified many of our ranges, so we have just one or two price points per range,” he said.

He said Menrad stock will be warehoused locally to ensure most orders can be filled within 24 hours instead of waiting on delivery from Munich.

For more information contact VMD (AUS) 07 5594 9845.