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General Pants plots trans-Tasman expansion

Fashion label General Pants is set to expand to 65 stores across Australia and New Zealand as part of its growth strategy to focus on Gen Z and millennial consumers. 

General Plants said it will accelerate its store opening plan together with store refurbishments in Queensland, WA and Victoria in the next few months. In the past 12 months, the brand has opened eight new outlets, three of which are located in New Zealand. 

“In 2019, the business completed a comprehensive reset of our forward strategy and despite the challenges of Covid-19,” Sacha Laing, CEO at General Pants Co. “The business has executed well ahead of our plan and we are well positioned for the next phase of growth just ahead of our 50-year milestone next year.”

Besides the expansion plan, General Pants Co. has appointed Kate Phelps as chief merchandise officer, Jacq Vuleta as chief customer officer and Paul Budrikis as chief financial and operating officer.

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