The move will result in the closure of the supplier’s Australian subsidiary, Julie Sandlau Australia, which was established in early 2014.
“To close Julie Sandlau Australia is obviously a major decision and one that has not been made without significant heartache,” a statement issued by Julie Sandlau CEO Nicole Egede Paustian read.
“As an entrenched Scandinavian brand, the company has decided to focus on its strengths and maintain its strategic focus primarily on the expanding European business.”
Egede Paustian explained the continued opening of “high performing” Julie Sandlau stores in Europe would be the “critical element” to this expansion. She added the decision to close its Australian operations would enable the business to concentrate efforts on this task.
Brand representation
Julie Sandlau Australia sales and brand manager Helen Martin told Jeweller she had “thoroughly” enjoyed the challenge of representing the brand.
“I would like to thank everyone in the industry who also saw and shared my passion for the brand’s innate beauty,” she added.
Egede Paustian also recognised Martin for her efforts.
“With regards to the local Australian director, Julie Sandlau would like to publicly express its appreciation for the very hard work and significant achievements of Helen Martin,” she said.
“Through Helen’s perseverance the brand has been established in over 50 dedicated retailer stores across Australia.”
Sales and warranty support would be handled directly by the company in Copenhagen from 31 October.
Egede Paustian concluded by thanking Julie Sandlau Australian stockists for their “commitment to the brand and for making an investment in this wonderful Danish company”.
Julie Sandlau made its official debut in Australia at the Sydney International Jewellery Fair in September 2012. Supplier Webber & Tonkin acquired the local distribution rights later that year; House of Brands also distributed the range for a period in 2013 and 2014.
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