La Prairie has revealed its New Year’s resolutions, with New Zealand hitting the top of the list. La Prairie Group Australia Pty Ltd has announced it will reacquire the brand from local distributor BDM Grange Ltd NZ from January 1, 2017.
BDM has been in ownership of the La Prairie brand for the past 16 years, and the sale back to La Prairie Group reflects an increase in focus on the New Zealand market.
La Prairie managing director Rosie Fernandez says of the news: “We are very excited about this next chapter of our company’s development. We are fully equipped with the expertise required to ensure the brand’s Australian success is replicated in New Zealand. We are ready with the strategy, logistics and expertise to accelerate the brand’s growth in the market.”
Fernandez is expected to manage the New Zealand side of business, alongside her Australian duties. She will be joined by marketing and public relations manager Ai San Beaumont, and training and events manager Belinda Besant. Financial controller Doug Mock will oversee the finance and logistics department, with local New Zealand management to also be announced during 2016.
Fernandez admitted that physical store growth will also be a part of La Prairie’s immediate plans for New Zealand, commenting: “We are very excited about our new counters and locations in the two Smith and Caughey stores in Auckland opening June 2016 and with David Jones launching into Wellington in July 2016, we know our brand will be even more accessible to our devoted clientele in the NZ market. The future for luxury retail is very bright in NZ and La Prairie intends to lead the way.”
