Duraflex secures new partnership with Daniel Wellington

Daniel Wellington is available in more than 50 markets and to date has sold over nine million watches. The products are designed in Stockholm and have been endorsed by prominent brand ambassadors such as Kendall Jenner and Hailey Bieber.

Duraflex managing director Phil Edwards said the partnership would aim to make the most of the brand’s dedicated following.

“Consumer perception of the brand locally is extremely positive with an extensive consumer following. With the brand having been in the market for a number of years we are all aware of the significant brand awareness and significant consumer desire for the brand,” he told Jeweller.

“They acknowledge this strategy also needed to be supported with a strong wholesale network, and have therefore over the past 12 months pivoted back to local distributors in many countries across the world..”

Phil Edwards, Duraflex

“Currently, the brand is performing exceptionally well in both major department stores and mini-majors. Current distribution via independent retailers is limited; however, this will be strategically expanded via our DGA network.”

Edwards said the brand’s ability to closely engage with customers is remarkable – highlighted by more than 4.8 million Instagram followers and a monthly reach of more than 60 million.

It’s something of a revised approach to the Australian market for the brand, having previously been distributed by West End Collection. In recent years the company has attempted to move to a vertically integrated model; however, has now partnered with DGA. 

“Like many other international brands, Daniel Wellington had strategically pivoted to their own local company-owned subsidiary to establish a network of mono-brand stores to showcase the entire collection to consumers for a true brand experience,” Edwards said.

“They acknowledge this strategy also needed to be supported with a strong wholesale network, and have therefore over the past 12 months pivoted back to local distributors in many countries across the world.”

DGA will showcase Daniel Wellington at the upcoming International Jewellery Fair (19-21 August) in Sydney at stands A05, A07, and A12.

DANIEL WELLINGTON - What's been happening?

Duraflex Group Australia has been appointed the exclusive distributor of the Swedish watch and jewellery brand Daniel Wellington.

Daniel Wellington products are designed in Stockholm and have been endorsed by prominent brand ambassadors such as Kendall Jenner and Hailey Bieber.

Daniel Wellington has more than 4.8 million followers on Instagram.

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