Performance focused
Outdoor wear wholesaler to open HQ in Torquay
LEADING Australian snow and outdoor wear wholesaler XTM Performance is set to open a flagship store at its new headquarters in Torquay.
The move will give the Australian Olympic team supplier the ability to showcase to retailers how they believe their products can be best displayed.
Formerly operating out of a Jan Juc house, XTM Performance this month moved into its modern, environmentallyfriendly Spring St office.
Founder and 1988 Winter Olympian Pete Forras said “a fair bit of heart and soul” had been put into creating the office, which houses 15-20 staff involved in sales, design, marketing and administration.
“The quality of this building really reflects the quality of the brand,” Mr Forras said. “The thinking was to keep it warm and unique in design so that when our customers come in they feel at ease and inspired.”
XTM Performance now has more than 300 products, which have captured a solid market share in Australia and New Zealand. Products are also sold in more than 20 other countries.
“Having a flagship store will allow us to test our displays and products, with direct customer feedback, so we can do a better job as a wholesaler,” Mr Forras said.
“And hopefully it will inspire some of our retailers on how well our stuff can be shown.”
He said the 20-year-old business had experienced 30 per cent growth in the past two years, driven mostly by its merino wool collection and technical outer wear.
The growth, combined with the move to the new premises, paved the way for the appointment in December of former Billabong general manager Andrew Flitton as chief executive officer, allowing Mr Forras to concentrate on branding, design and export and sponsorship relationships.
Mr Flitton said XTM Performance would continue to evolve from its solid base, with the business also including a warehouse and distribution centre in North Geelong and a team of sales and merchandising representatives.
“We are going to be better at what we do in Australia and we intend to make inroads into overseas markets,” he said.
He said the business was tapping into innovative research in textiles at Deakin University to design betterperforming products.
Mr Flitton said the company was also proud of its social responsibility policies, which include having a 100 per cent carbon offset to negate its carbon footprint
The new flagship store will give XTM Performance a local drop-off point for its “Heat the Homeless” initiative that gives old ski and snowboard jackets a second life for disadvantaged people.
The store will be opened by early May.