Wholesaler BenElke is expanding its reach with its range of Australian made oilcloth products now available in Japan for the first time.
Japan has a culture of gift giving and the BenElke range, including its popular lunch bags, fits perfectly into the ‘kawaii’ (cuteness factor) aesthetic, explains BenElke’s Lisa Joseph.
“We are so delighted to have our first retail stockist in Japan,” she says. “It’s something we had been talking about for some time, and after a successful large scale export sale to the US last year, we realised we were capable of meeting that demand, so it encouraged us to explore Japan as a potential market.”
Joseph says Japan is a notoriously difficult market to enter―trust and long term stability are key. It can take a long time to gain market traction in the region.
“We’re eligible to apply to Austrade for an Australian Export Marketing Development Grant, however, we have also been assisted by JETRO (Japanese External Trade Organisation) which has been invaluable assistance not only in establishing a branch office in Japan but also in establishing some early credibility in the Japanese market.”
BenElke sources products which are practical, socially responsible, or fair trade. Most of the company’s Made in Australia range are sewn by adults with autism and disabilities in Sydney. “So increasing international sales means more work for this marginalised group,” adds Joseph.
