Capital Brands unveiled its colour changing umbrellas from SquidLondon to the gift industry for the first time this year following a successful soft launch 18 months ago.
Owner Karin Kelly discovered the product, which have images that go from white to bright when hit with water, through family and friends who’d purchased the product overseas. She decided to distribute the brand locally because it had been successful in the UK and Europe and it was unlike anything she’d seen in Australia.
“The designers have not just created a unique product with their fabulous award winning use of colour changing inks but the Squidarella designs themselves are wonderful,” she says. “Emma Jayne Parkes and Viviane Jaeger met at The London College of Fashion and have worked in the fashion and design industry for some time, so their design sensibility is something I really love.”
SquidLondon products include the Squiderella line of compact umbrellas which come in Sydney, New York and London Skyline designs and meadow, colour wheel and bird squirt designs. A shower curtain and rain cape are also available.
“It is a completely unique product in the marketplace. It creates a walking piece of art every time it rains. SquidLondon has won several awards for their use of the colour changing inks utilised in the product.”
The products were a hit with retailers at Life Instyle Sydney and Kelly is looking forward to expanding the range and its awareness in Australia.
“The Squidarella will continue to grow in designs of course and we expect children’s rain wear which changes colour will also grow. There is a brand new kids rain coat about to be produced in 2013.”
