Betts hits Pitt St

WA shoe retailer Betts continued its expansion strategy last week when it opened a new multi-level store in Sydney’s high-profile Pitt Street Mall.

Although the company already has more than 100 stores Australia wide, mostly within WA and South Australia, managing director Danny Breckler said the move was significant in terms of the company’s growth.

He said it was important for Betts to have its flagship store in the Pitt Street mall because, as one of Australia’s busiest shopping centres, it was a logical place to help the brand grow.

“The move into the Pitt Street Mall comes under the heading of specialising and re-positioning the group,” Mr Breckler said.

“It signals that something has changed.”

Following a strategic company review more than two years ago, Betts has undertaken a re-branding operation to coincide with a shift in its marketing focus.

This has including the establishment of a new name and the launch of its fashion-focused store, Zu.

Mr Breckler said the introduction of a product development team meant Betts now produced up to 70 per cent of its own shoes.