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Australian underwear brand Bonds makes US debut

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Australian underwear brands Bonds announced on Thursday its debut in the U.S. market, marked by a brand new campaign featuring Australian TV personality Robert Irwin and musician Tkay Maidza.

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The HanesBrands-owned Bonds has bowed a new U.S.-dedicated website, alongside the opening of a store on Amazon U.S. 

Shoppers will be able to find Bonds’ anti-chafing underwear range Chafe Off, in addition to other underwear ranges including Icons, Originals, X-Temp Air, and Everyday, among other styles. Americans will also be able to purchase Bonds Chesty Tanks, crafted from stretch cotton and made to layer or wear solo.

Dubbed “Made for Down Under”, the new U.S.-centric campaign features both Irwin and Maidza shot with real-life snakes and spiders, modelling a curation of the Bonds underwear now available stateside.

​The national campaign will roll out across OOH, digital, social, podcasts, and connected TV beginning in April and running through the rest of the year.

“We’re thrilled to introduce our iconic underwear and signature Aussie spirit to the U.S.,” said Tanya Deans, President of Bonds Australia. “Americans might wonder – how are Aussies so laid back in a land filled with dangerous creatures like sharks, spiders, crocs, and snakes? The answer is simple: They’re all wearing Bonds.”

In its most recent trading update in February, parent company HanesBrands said fourth-quarter sales surpassed expectations, adding that its CEO, Steve Bratspies is stepping down from his post by year-end. 

 

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Gloucester Quays continues positive sales results in year’s performance to March

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Gloucester Quays shopping centre has continued to record a “bumper period of sales”, driving sales growth up 6% in the last financial year covering April 2024 to March 2025, its operator Peel Retail & Leisure said.

Although the latest rise failed to match the previous record increase of 11%, the single-digit gain is still noteworthy up against tough year-on-year comparisons.

It also said brands that invested in new store fits and renewed leases “in particular benefitted from growth”, highlighting the performances of Skechers and Mountain Warehouse.

The latest figures also showed “consistent performance and sustained growth at the outlet” with retail sales from current tenants up by 5%.
 
Paul Carter, asset director at Peel Retail & Leisure, said: “Gloucester Quays has driven sustained growth year-on-year, a legacy that reinforces our long-standing commitment to providing a best-in-class experience.

“We are continuing to adapt to evolving consumer demand for lifestyle-led spaces, something we are uniquely able to deliver as a destination that crosses between both city centre convenience and aspirational outlet. With recently reinvested brands topping the books for growth alongside our new additions, the success of our tried and tested strategy for delivering this speaks for itself.”
 
He noted that Gloucester Quays has welcomed “a host of renewals since the beginning of 2025” with eight tenants recommitting to the destination this year, including Trespass, Puma, Adidas, and The North Face.

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Kismet by Milka opens New Bond Street, London store

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“Challenger Istanbulian fine-jeweller” Kismet by Milka has opened a statement flagship store on London’s luxury New Bond Street.

With the expansion “mark[ing] a significant milestone in the brand’s journey to bring their authentic designs to even more people globally”, it joins 17 stores globally and over 100 points of sale, including  Neiman Marcus, 24S, El Corte Inglés, with the latest expansion “ensuring [our] presence in one of the world’s fashion capitals”.
 
The new store spans 1,500 sq ft across two floors, featuring Turkish-designed and fashioned fine jewellery alongside two luxury piercing studios. The latter claims to be “the first and only piercing studio driven by experienced piercers on New Bond Street, reinforcing Kismet by Milka’s expertise in blending earring and luxury piercing with fine jewellery”.

The brand was founded in 2009 by designer Milka Karaağaçlı İnce and she said: To stand here today [on Bond Street], in the city where I took my first steps as a designer, isn’t just an achievement… it’s proof of what happens when challengers dare to believe.”

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Thule arrives in Covent Garden and Kingston-upon-Thames

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Swedish premium outdoor brand Thule has opened two stores in and outside London, with a flagship positioned in the popular Seven Dials retail neighbourhood of Covent Garden. The other has opened 14 miles south in the Greater London borough of Kingston-upon-Thames.

The label is focused on “creating solutions to simplify life’s adventures” and Thule’s store operation manager Johan Lindell said: “The response from our UK customers has been incredible already, and these stores are designed with them in mind. Covent Garden and Kingston are perfect locations for us to meet our customers in person and provide them with the expert guidance they need to make every adventure a success.”

Lindell added that a key move was “expand[ing] our physical retail presence [into] Covent Garden’s Seven Dials, where the world’s leading brands sit alongside highly specialist stores.”

The 2,100 sq ft flagship on Shaftesbury Capital-controlled Neal Street showcases the brand’s extensive range of premium products “designed to provide the perfect solution for any journey”. 

This includes car accessories (roof racks, bike racks and car seats), as well as pushchairs, luggage, backpacks and bike bags.

Thule joins other recent arrivals to the Covent Garden area including luxury brand Sunspel on Floral Street, with performance footwear brand Saucony and Swiss watchmaker Swatch having signed for new spaces on James Street.

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