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Hola, hola, ninos in cobber clobber - Herald Sun
August 2008
Spaniards may have Manolo Blahnik, Balenciaga and Mango to keep them looking cutting edge, but when it comes to children's wear, they are looking Down Under for inspiration.
Australian designer duds have proved an unexpected hit among our stylish European counterparts, with the success of a new Madrid store testament to their popularity.
Australian Kids, in a trendy Madrid district, stocks six antipodean labels.
The store's Spanish owner, Antonio Gallardo, said he opened the shop after noting a 55per cent growth in children's wear over the past six months.
"We found that an Australian branded store would be something different and exotic," Mr Gallardo said.
"We wanted to launch quality and fresh ideas in the conservative Spanish kids' fashion market."
The store's range includes sun-protective swimwear from Darimi Kidz and Cuddle Fish.
Spain has the ninth largest economy in the world, with 45 million residents and 60 million tourists annually.
But it has previously proven a tough market for Australian companies to crack.
"[With] Australian businesses in general, it is still a difficult market for retail, so in this case, we have got an importer who has really found a specific niche," Austrade's trade commissioner for Spain, Michelle Wade, said.
"For the women's wear and to some extent, the men's wear, it is really difficult to compete with the major retailers.
"Mid-range fashion is very strong but what made this importer's plan interesting is that he recognised that children's clothing is still relatively fragmented in its distribution."
The children's wear follows the success of surf labels Billabong, Roxy and Mambo, which are so entrenched in the local streetwear scene that many Spaniards have come to accept them as their own.
"Among teenagers, those labels are seen every day," Ms Wade said.
"They are so well established in the market, you have to remind people that they are Australian."
Mr Gallardo said he was looking at establishing Australian Kids in other Spanish cities.
