The new distribution agreement is effective from February 1 and Duraflex also plans to expand the brand into New Zealand. The new partnership comes after Duraflex acquired distribution rights for the highly successful Thomas Sabo in 2006.
Spinning Jewelry was previously distributed in Australia by Melbourne-based Danish Modern and has a small list of around 60 stockists.
Spinning Jewelry’s international area sales manager Lars Friis Nielsen said he believed Duraflex would help the brand reach its optimal growth potential.
“We are more than convinced that Duraflex is the right partner for us, because they have a fantastic reputation in Australia and they have the right connections with both the buying groups and the media,” Nielsen said.
“We trust that Duraflex will be able to lift Spinning Jewelry into a new era for the benefit of all parties,” he added.
Rod Kearns , general manager of Duraflex, said the group would look at expanding Spinning Jewelry stockists but with an emphasis on quality rather than quantity.
“We plan to broaden the stockist base on a selective territory basis. We are looking for retailers who have a vision and focus on brand representation in their stores,” Kearns said.
He added, “Spinning Jewelry is an established brand that we are very excited about working with.
“We believe the necessary ingredients are there for them to be successful in this market and I believe Duraflex is in an ideal position due to its size and structure to fully do the brand justice.”
Kearns reiterated that Duraflex would provide existing stockists with the full support they may require, but said it would take another month for the distribution partnership to be fully operational. “Although the agreement is effective February 1, our full operational capacity begins March 1 in time for the Brisbane trade fair,” Kearns said.
Spinning Jewelry hoped the partnership with Duraflex would increase brand awareness in the Oceania region.
“Together with Duraflex, we want to make Spinning Jewelry known to a lot of women across Australia and New Zealand, so they can enjoy our jewellery just as much as the women around Europe, Northern America and Asia,” Nielsen said.
Spinning Jewelry launched its first combination ring six years ago and has specialised in designer combination jewellery since its initial success.
Duraflex’s other international brands include, Thomas Sabo (Germany). Sekonda (UK) and Hirsch (Austria).