Austrade media release
18 July 2008
In only three years Melbourne-based company, Millie & More, is taking on established brands in the feminine hygiene sector and achieved distributors across Australia and export sales in New Zealand.
The company’s Moxie Tampons, Moxie Scanty Panty Liners and Moxie Sleepovers are ranged in Woolworths, Coles, Priceline, Big W, Kmart, Terry White Chemists and Pulse Pharmacy across Australia and in the Progressive chain in New Zealand.
"New Zealand was an easy step for us because the Progressive chain basically contacted us after seeing the products in Woolworths in Australia and asked to stock them," Mia Klitsas said, one of Millie & More's three business partners.
Unlike other products on the market, Moxie is packaged in 100% recyclable and reusable purse-worthy tins, which combat issues such as the box breaking open in a handbag and damaging the contents.
The Moxie packaging also features a point of difference from its competitors’ packaging with candy stripes and black bows, reminiscent of 1940s retro glamour.
"The laws and regulations for sanitary products are the same in New Zealand as they are in Australia, so we were not required to alter our product or packaging in any way. This helped make exporting an easier process," Ms Klitsas said.
Austrade’s Senior Trade Commissioner for New Zealand, Michael Crawford, said New Zealand was a regular choice for Australian businesses with more than 17,000 companies exporting to the country every year.
"New Zealand is Australia’s closest neighbour and also Australia’s most popular export destination," Mr Crawford said.
This year marks the 25th anniversary of the first of Australia’s bilateral agreements, the Australia New Zealand Closer Economic Agreement. In the time since, the two way trade in goods between Australia and New Zealand has expanded at an average annual growth rate of nine per cent. Australia’s merchandising trade with New Zealand was $9,471 million in the last financial year.
"Austrade can help Australian companies such as Millie & More familiarise themselves with local market conditions, as well as assist in developing export opportunities through a range of in-market and Australian-based services," he added.
Austrade provided market information to Millie & More and helped them to find a New Zealand distributor.The appointed distributor has assisted to gain further distribution and range in other supermarket chains throughout New Zealand.
"We believe Millie & More has been able to grow so quickly because of its speed to market - launching new products so closely together - being proactive rather than reactive and having products that are truly differentiated from the competition," Ms Klitsas said.
"Our focus in the short term is to continue to increase our product distribution and support our current range of products through various promotional activities, in turn generating product awareness and purchase," Ms Klitsas said.
One such promotional initiative was to include product samples as giveaways at Rosemount Australian Fashion Week in Sydney. The Fashion Week attracts global participation from fashion buyers and is a high profile event on the fashion industry calendar.
MEDIA CONTACT: Caroline James 0413 481 579 or email: caroline.james@austrade.gov.au
ENDS
Media contact
Caroline James
Tel: +61 413 481 579
For further news and information from the Australian Trade Commission (Austrade) visit www.austrade.gov.au/mediacentre. |