Storm Performance announces aggressive expansion plan

Marine apparel group Storm Performance has announced details of an aggressive expansion plan aimed at positioning its Dubarry label as the sector's leading footwear brand.

The group, which acquired the Australasian licence for the brand earlier this year, will draw on the label's strong Irish heritage with plans to quadruple the amount of product available across Australia and New Zealand.

The multi-tiered plan will also see the introduction of a men's apparel range in 2010 with women's and country clothing and footwear collections likely to follow.

Storm Performance managing director Duncan Curnow said there was a clear gap in the market for high quality, high performing marine footwear.

“It has been made abundantly clear that Dubarry had been missed from the Australasian market as we have already fielded a number of requests for the brand. Its versatility, comfort and style means a significant number of Sydney to Hobart sailors have chosen Dubarry as their footwear of choice.”

Dubarry had worked hard at anchoring its position as one of the world's most trusted marine footwear brands and was well placed to capitalise on this reputation to grow the business in Australasia, he said.

The brand's 2010 range, which will be dropped in-store next week, features sailing boots, deck shoes, trainers, boat shoes and moccasins. Sizes range from a European 35 to 48 with prices starting at $199.

For further information contact:
Storm Performance marketing manager Tracey Porter
Tel: (+61) 2 9907 4142 Email:


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