Old brand, new hands for Swanndri

What's believed to be the country's longest established clothing brand is in new hands - Swanndri is looking to grow UK and Australian sales

29 June 2004
The Kiwi clothing icon Swanndri could be in for a new lease of life.

Swanndri New Zealand has purchased the Swanndri and Royal Woods brands from Alliance Textiles for an undisclosed sum.

Swanndri is believed to be the oldest apparel brand in New Zealand with a history dating back to 1913, when it was first developed by Taranaki tailor, William Broome.

Since then, only two other parties have had ownership of the brand.

The new company is expected to have an annual turnover approaching $10 million.

New chairman George Cowper says the company will continue to manufacture at its Timaru plant and expects to employ between 35 and 40 people.

It will have a sales and marketing base in Christchurch.

Mr Cowper says some of the investors are ex-pat Kiwis who see the global potential for the brands and want to invest back into the New Zealand market.

He says the company will be targeting markets in the United Kingdom and Australia in a bid to grow sales.

© 2010 NZCity, IRN