Sturrocks undergoes strategic rebranding

High profile lifestyle apparel retailer Sturrocks has undergone a major rebrand set to revolutionise the way it does business.

The initiative, launched today, sees the multi-brand store reposition itself with a new name, a redeveloped retail site, an expanded product offering and a more contemporary logo. The relaunch comes ahead of plans for a second Sturrocks store, to open on Balmain's popular Darling Street retail strip in Sydney's inner west next month.

Sturrocks operations director Evan Sturrock said the repositioning of Sturrocks' flagship store and the dropping of the word Boatique from the store name had been driven by the desire to recognise the commercial strength of the brand and the demand to take it to a wider audience.

The decision to open a second shop in Sydney's inner west heralds the start of a major expansion program for the brand expected to result in a further eight to 10 Sturrocks stores opening by 2020.

Sturrock said key locations all around Australia had already been identified. “We are definitely looking to expand on the Sturrocks concept but are also aware of the need for any expansion to be organic and not rushed,” Sturrock said. “We're in no rush. Each store must stand alone before we can consider the next site.”

Established in 2004 as a sister brand to the famed Sturrocks Chandlery in Rushcutters Bay, labels carried by the Sturrocks stores include Musto, Sail Racing, Dubarry, Helly Hansen, SLAM, Ortlieb, Zhik, TBS, Sebago, Sperry, Harken, Seal Skinz, Puma Footwear, Paul & Shark, Henri Lloyd and Gill.

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

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