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Plans for expanding the mary-kateandashley brand

The Warehouse plans major expansion for the mary-kateandashley brand

The mary-kateandashley brand's September 2003 launch at The Warehouse stores was one of the most successful product launches ever at 'the big Red Shed.'

The Warehouse launched the globally successful kids, 'tweens and teens brand into 20 stores nationwide in multiple categories, including the 'tween fashion collection for 8 to 14 year-olds, which sold out in many stores, according to The Warehouse NZ General Manager David Wilson.

Now, The Warehouse, New Zealand's biggest discount retailer, plans to build on the launch success by extending the mary-kateandashley brand fashion and lifestyle product collections into an additional 32 stores nationwide. The mary-kateandashley brand entertainment products are also available at all The Warehouse stores as well as other retailers.

Throughout the year, the mary-kateandashley brand will launch a number of new product categories at The Warehouse, including active-wear and more.

Other product categories from the mary-kateandashley brand, including jewellery, accessories, hosiery, underwear, backpacks and cosmetics, will also be included in the expanded distribution plan. "There's more to come. Our plan is to extend the existing range because of the demand for products from the mary-kateandashley brand," Mr. Wilson says.

"We believe this move is going to generate additional sales across a wider store base in areas that are yet to witness the phenomenon of the mary-kateandashley brand. Now young people in places such as Te Awamutu, Tokoroa, Timaru and Greymouth will be able to shop locally for the highly successful mary-kateandashley brand," added Mr. Wilson.

Mr. Wilson attributes the success of the mary-kateandashley brand to having the right products backed by high-profile celebrities in a new market segment with superior marketing, distribution and public relations support.

"This is a desirable brand for young New Zealanders," says Mr. Wilson. "Kiwis have seen the talented pair on television and in the movies and they find Mary-Kate and Ashley aspirational."

"We're so thrilled The Warehouse has expanded distribution of the mary-kateandashley brand," says Ashley Olsen. "Now even more Kiwi kids and teens can enjoy the products we've designed," adds Mary-Kate.

"The mary-kateandashley brand provides fashion, lifestyle and entertainment products that are affordable and fashionable," comments Robert Thorne, CEO and co-founder with Mary-Kate and Ashley of Dualstar Entertainment Group, the multi-divisional international corporate group for the mary-kateandashley brand.

"The accessibility of the mary-kateandashley brand is key to its success and with The Warehouse's decision to expand the business, we are pleased we can now take it to even more New Zealanders."

"The Warehouse is fully committed to the mary-kateandashley brand and that commitment entails us bringing it to as many young New Zealanders as we possibly can," Mr. Wilson concludes.


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