According to a report in ‘The Australian’ Woolworths' discount department store chain Big W has added Mambo to its clothing range. Big W is seeking to differentiate itself from competitors who are increasingly focused on bargain-priced private labels. Donna Palmer, general manager of buying for Big W, said brands assured customers of product quality, a strategy also pursued at the other end of the retail market by David Jones.

"We're trying to help our customers win on value, which is made up of price and quality," she said.

"The quality message is really well reinforced through national, well-known brands.

"Right across the store we have a really strong brand presence, and we see Morrissey and Mambo as adding to that stable."

Big W last year launched a line of women's clothing designed by Peter Morrissey, whose Morrissey Edmiston label was at the cutting edge of Australian fashion in the 1990s, and will expand the range into men's clothing in coming months. The Mambo for Big W range will include new designs and items from Mambo's back-catalogue such as the famous farting dog, spread across men's, women's and children's clothing, surfboards, skateboards and other sports gear.

Mambo managing director Angus Kingsmill said the deal was part of a new retail strategy for the company, which was expanding its range of products with the aim of tripling revenue over the next financial year. Mambo would continue to sell its own range of items through Myer department stores and its own surf store chain, he said.

Source The Australian Picture Alan Pyke