As 2013 draws to a close, Mike Dalton, chief operating officer
of Maui Jim, one of my favourite brands, reflects on a “robust” year for sales
growth at the Hawaii-based supplier of high-end, polarised sunglasses.
MJ Rabbit: How has
the Maui Jim brand performed over the past year?
Mike Dalton: Once again Maui Jim has enjoyed robust global
growth in all markets. The brand continues to expand both domestically,
internationally and in our travel retail channel [led by Giles Marks - Ed].
MJ Rabbit: How has
the brand been performing in China? Are you producing exclusive products for
this nationality? How are you marketing the brand there?
Mike Dalton: Of course, the Chinese market is of utmost
importance. In 2010, we opened our Hong Kong subsidiary to better grow and
serve the needs of this unique geography. In addition, we will be opening a
second customer service centre in Shanghai later in 2014. Recognising the need
for sunwear to fit the characteristics of the Asian consumer, Maui Jim
continues to address this with “Universal Fit” styles for all tastes.
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| Maui Jim's Rainbow Falls model for Winter 2013 |
MJ Rabbit: What
opportunities do you see for the Maui Jim brand in general?
Mike Dalton: Simply put – unlimited. We are the fastest-growing polarised sunglasses
brand in the fastest-growing segment in the sunglasses industry – this puts us
in a very formidable position to capitalise on future growth and greater market
share.
MJ Rabbit: What
challenges does the brand face?
Mike Dalton: Increased competition, especially for the
polarised market. Other performance brands are aggressively focusing on
polarised. We have invested millions of dollars for 2014 with a new, completely
unique marketing campaign to highlight Maui Jim as “Functional Elegant” sunwear.
MJ Rabbit: What have
been your personal highlights over the past year?
Mike Dalton: Over 20 years with Maui Jim, and the enormous
growth of the organisation, I’m extremely proud that we continue to recognise
our essential assets: customer service, great product and, of course, unlimited
“Aloha”.
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| Maui Jim's Canoes style for Winter 2013 |
Visit www.mauijim.com
