TK Maxx brings Ivanka Trump’s clothing line to Australia as it launches 35 stores


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I haven’t even had my morning coffee and I am holding Ivanka Trump’s shirt.

Well, more accurately, I am holding a shirt from the clothing line owned by the US first daughter at the new TK Maxx store, which launched in Australia on Thursday.

What’s the deal with TK Maxx?

As the international discount retailer opens 35 stores across Australia, Fairfax Media takes a first look inside the new Melbourne shop to see what kinds of deals are on offer.

The Melbourne store is the first of 35 that will open along the east coast by the end of May, following a takeover of discount retailer Trade Secret by the international “off price” giant in 2015.

The company’s buying power means shoppers can find designer labels at a fraction of the original prices. Think Dolce & Gabbana dresses for less than $600 and Australian designer labels such as Asilio and Interval for about half the original price of the major department stores.

There are even three restored Louis Vuitton vintage bags, priced between $500 and $1000, and a single Gucci dress from a past season. 

Other well-known brands include Guess, Diane von Furstenberg, Ted Baker, and Ben Sherman for the guys.

The designer brands continue in the homewares department, with a Waterford crystal vase reduced from $2495 to $1400 (hello, wedding present!).

While the designer bags are sure to be conversation starters, it will be interesting to see how customers respond to the brand mix, including the stock from Ivanka Trump’s label.

Retailers in the US have recently dropped or been told to downplay Ms Trump’s fashion line but TK Maxx’s Australian head of marketing, Tessa Buenen​, expects a good response.

“Our experience has been that our shoppers like the product and have responded well so far but ultimately it’s up to them whether they want to purchase it,” she said.

But shoppers hoping to snag themselves a vintage Vuitton better be quick. The retailer’s “acquire today, sell tomorrow” model means it doesn’t hold much stock in reserve but it is constantly receiving new styles.

The arrival of TK Maxx coincides with an announcement by online giant Amazon that it’s setting up in Australia, following long-term speculation.

Ms Buenen said TK Maxx acquired its stock through a variety of channels including department stores cancelling orders, manufacturers making too much product and brands wanting to clear stock in large numbers.

“We have no stock room so what arrives one day literally goes straight to the floor,” she said. “That’s the magic of TK Maxx, that it’s constantly changing. It’s a bit of a treasure hunt for our customers.”

“It’s a combination of brands, quality and value every day of the week. We negotiate great value on products and pass the savings on to the customer.”

TK Maxx is certainly a bargain hunter’s heaven but it’s not for the faint hearted, or the time poor. But those with time and patience to rummage will love it – and find the most brag-worthy stuff.

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