s the license to use the Australian Made logo, with all products sourced from Australian Made Campaign’s database. AMS has set up headquarters in Shanghai ahead of opening of the first Australian Made stores, which are expected by January. Stores in other major cities, primarily high net worth areas, will follow. Australian Made Shops will only retail products that carry the green and gold logo. Fresh produce, beverages, and items such as honey, baby formula, and skin care have already been confirmed to be among the products to be stocked on the shelves. It’s not the first time the iconic kangaroo logo has headed overseas – there are four Australian Made store in store concepts operating in South Korea, which focus less on food and mainly sell skin care, baby products, and health medicines, also through a local partner. Ian Harrison, CEO of Australian Made Campaign, told Inside Retail PREMIUM the stores will target China’s middle class, which has a clear interest in buying imported foods, particular from Australia. “It’s not a tourist related store. It’s a store to provide high quality Australian products to discerning Chinese buyers,” Harrison said. “The challenge for Australian brands will be to keep up with supply, because if they’re successful in China, it’s a huge marketplace.” In Australia, Australian Made shops operate in major airports as part of a joint venture with airport group, LS travel retail Pacific, a division of the Lagardère Services group, which also holds the local license to brands such as Victoria’s Secret (in selected airports), Relay, and Tech2Go. Harrison says Australian Made Campaign has been approached by possible licensees for stores outside of airports and is reviewing potential applications. “The issue is that we want to make sure there’s no confusion about the stores in the eyes of consumers. It’s now a question of who would we license to do it. “If we have different companies selling different product ranges then we need to be careful. The message to consumers need to be consistent.” Australian Made Campaign is also considering a push into e-commerce. The website attracts between 80,000 and 85,000 hits per month and lists more than 15,000 local products. “[E-commerce] is not in our immediate plans but we expect at some point we will make a decision to make a transactional website.” This story first appeared in Inside Retail PREMIUM issue 2027. To subscribe, click here.