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Swanndri Extends Apparel Range with Purchase of Line 7

March 27 2018

Swanndri Extends Apparel Range with Purchase of Line 7

Iconic New Zealand lifestyle apparel brand Swanndri is teaming up with another well-known Kiwi brand after its owner, Longbeach Holdings, today announced it has agreed to terms to purchase outdoor wear brand Line 7 from Charles Parsons.

Christchurch-based Longbeach Holdings, owners of Swanndri and Longbeach Apparel will take over Line 7 on 30 June this year. Agricultural wet weather and associated apparel will sit within the Swanndri business, while the fashion / lifestyle product will be managed by Longbeach’s Auckland based apparel business.

Line 7, which began in 1963 developing wet weather apparel for sailors and was known for its long-term association with the America’s Cup, was bought out of receivership by Charles Parsons in 2009.

Swanndri Chief Executive Mark Nevin says the company is excited to be purchasing the renowned Kiwi brand.

“Two of New Zealand’s highly recognised outdoor brands are coming together and we see a great synergy between each of the brand’s product categories. The Swanndri business has grown significantly in the past five years and we remain focused on ongoing expansion where it makes sense. Line 7’s quality agricultural and wet-weather gear will be making a fantastic addition to our work performance category.”

Mr Nevin says the Line 7 acquisition follows Swanndri breaking into new markets with its Australian business growing at a rate of three times in the last two years, while its UK business will be bolstered this northern hemisphere winter with the addition of Tiso, Scotland’s largest outdoor chain. Domestically, Swanndri has opened two new stores in the last 12 months with its latest store being in Queenstown, which is attracting new customers through a more diverse lifestyle and performance range, as modelled by Highlanders’ players at last year’s iD Dunedin Fashion Week.

“Swanndri isn’t a brand that rests on its past. We’re continually building on our offerings to ensure we remain relevant to our traditional, long-term customers while also attracting a new generation of Swanndri consumers.”

Adrian Jones, Charles Parsons CEO commented: “Charles Parsons are very pleased to have concluded the sale of the iconic Line 7 business with Longbeach. This represents an exciting next stage in the development of this great brand and we wish them every future success as the adventure continues for Line 7. We will continue to operate the business and work on the transition plan with Longbeach until June 30th. The sale of the Line 7 brand allows Charles Parsons to continue to focus on and develop our core businesses.”

Longbeach Holdings Managing Director Craig McCallum says the company is well placed to further develop the Line 7 brand. “While the agricultural and the fashion/lifestyle product offerings underpin the acquisition, the company will now take time to further consider the commercial and industrial marine channels, where Line 7 has traditionally enjoyed a rich heritage.”


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