Lorna Jane launches in SA

Lorna Jane has opened its first store in the Morningside Shopping Centre, Johannesburg in August 2011 and a second is due to open in Sandton in November. Described as Australia's premier women's activewear brand, it targets women between 20 and 45, with a product range of fashionable, high quality and functional fitness apparel, casual wear, yoga apparel, footwear and accessories.

5 Aug 2011

"With over 100 stores within Australia, we are ready to spread the message worldwide. We have identified South Africa, as the perfect market for women's fashion and active wear. I am sure that the modern South African women will embrace our fashion-forward approach to work-out wear and will identify with our proactive approach to healthy living," says founder and creative director, Lorna Jane Clarkson.

Her brand was created, with the help of her husband Bill, from the top floor of a Brisbane fitness centre in 1990. Since then, it has carved a leading position in a growing market and helped to establish the athletic-leisure apparel category in Australia.

Clarkson has retained responsibility for all design and acts as the face of the brand. The focus remains on exceptional fit, contemporary seasonal design, superior quality and innovative materials. She has created her own unique high-tech performance fabric, known as LJExcel, which is anti-microbial, shrink and fade resistant and it moves moisture away from the body.

Globally, Lorna Jane garments are issued in monthly collections of up to 100 different pieces, making this one of the broadest activewear ranges. "We design, manufacture and retail our own product in our stable. There is no other brand. Our business depends on our product, so we do whatever we can to make sure it is the best product in the market," says Clarkson.

Retail success

The brand continues to break the mould when it comes to retail performance. During the recent global financial crisis, when retail growth was negligible, the company recorded a 66% increase in overall sales during the 2009/2010 financial year. The brand has taken home several NRA Fashion Design awards and was recognised by BRW and AMP Capital Shopping Centres as the 'Outstanding Retailer of the Year for 2011'.

As a result, the company is accelerating its retail strategy by adding 30 new stores to its total of 100 locations in Australia by the end of 2011.

Growing popularity across the world has inspired Lorna Jane to spread its wings outside Australia into the billion-dollar global activewear market. A robust international expansion strategy will see the group secure high profile retail locations across Europe and the US by 2012.

For more information, go to www.lornajane.com.