Piping Hot Turns Up the Heat

Australian surf brand Piping Hot is notching up its 15-year direct-to-retail relationship with Target in Australia with new capsule collections and an eye to international expansion.

What started as t-shirts and shorts in 1997 has since expanded to 22 departments including headwear, footwear, swimwear, beach towels and surfboards.

Now the brand has partnered with a team of designers headed by Michael Egan, the former creative director for Quiksilver, to continue its growth. Plans for 2013 include extending the brand into new categories and creating several capsule collections throughout the year.

Piping Hot owner Mark Johannsen also has his sight set beyond Australian waters.

“We have 37 years of heritage in the Australian market and 15 years of heritage of direct-to-market licensing with an iconic Australian retailer,” he says. “It is only natural that we would seek to expand on the strength and integrity of the brand name as well as the success of the Target partnership locally.”

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