lime door brands Launches Spinners by Shane Warne into the UK

MELBOURNE, Australia, August 13, 2011 /PRNewswire/ --

Home Of Cricket Gets Gear From Warnie

Spinners by Shane Warne, the Australian-based lifestyle collection of menswear, boyswear, underwear and socks designed by the cricketing legend, has announced its plans to conquer the UK market.

Discussions have commenced with a number of major retailers to stock a complete range of menswear and boyswear, designed to appeal to the UK consumer. It satisfies a long-standing goal of Shane Warne to branch into the country in which he has been a cricketer, resident and commentator.

The announcement follows an extensive expansion of the Spinners by Shane Warne range through Target stores in Australia in late 2010 from the brand's original offering of men's underwear, and a well-publicised foray into India last April.

Following India, the move to the UK is the second phase of the brand's expansion plan, which sees their unique Spashion[TM] (sports + fashion) collection reaching a number of retailers internationally, as well as an impending move into selling online globally. Prestigious global fashion forecaster, WGSN has acknowledged Spinners by Shane Warne's potential, recently shortlisting the brand in their Global Fashion Awards 2011: Best Breakthrough Brand category for their accelerated growth.

Based in Melbourne, Australia, lime door brands is the driving force behind Spinners by Shane Warne. CEO and owner of lime door brands, Michele Hamdorf says "We receive a constant flow of messages from fans in the UK wanting to get their hands on Spinners gear. There's a clear demand for the range, which has stemmed from Shane's tweets about the brand and our underwear, which are particularly famous for their comfort and fit. England may have taken the Ashes, but we've still got the best undies in the world!"

Hamdorf sees the expansion as a natural winner, saying, "The Indian expansion was a great launchpad for our international growth, and with the UK being the home of cricket, it's the obvious next step. We're confident of a strong response."

Shane Warne agrees, predicting that the move will prove successful for the fast-growing brand, which only last year celebrated its first birthday.

"Being a brand that's all about cricket, it's a natural fit to bring Spinners by Shane Warne to the UK," says Warne. "Cricket was born in England, and it's still the national sport." He adds, "Aussies share a serious bond with the Brits. I spend a lot of time in the UK - it's become a second home - and I know the brand will be a real winner in the marketplace."

Spinners by Shane Warne plans to be in-store with their first collection for the UK market in early 2012. The complete brand experience can be discovered at SpinnersbyShaneWarne.com.

For further information:
Kaz Kingdon, Style Counsel: +61-3-8506-1688; +61-413-888-558;
kaz@stylecounsel.com.au
Alethea Larkin (media), Style Counsel: +61-3-8506-1650; +61-400-325-525;
alethea@stylecounsel.com.au

Background information:

About Spinners by Shane Warne[TM]

Spinners by Shane Warne launched in Australia in November 2009, and is an emerging leader in the international menswear and boyswear markets for its unique Spashion[TM] (sport + fashion) range. Designed by the sporting legend, Spinners by Shane Warne is a fun, fashionable and comfy line of underwear and apparel made for sporting fans and spectators alike.

The sport-inspired collection uses soft, breathable fabrics and is designed with functionality top-of-mind. From soft-washed tees to double stitched denim, the Spinners by Shane Warne collection ensures comfort reigns supreme for every guy whether he's bowling a flipper, sitting on the bench or enjoying a barbeque with friends and family. Spinners by Shane Warne is currently available at Target in Australia and Reliance Trends in India.

About Shane Warne

Shane Warne is internationally renowned the greatest spin-bowler in the history of cricket. With a career spanning over 20 years, he has played international cricket for Australia, domestic cricket for England and as team captain in the Indian Premier League.

In 2000, Warne was named by a 100-member panel of experts as the fourth of five Wisden Cricketers of the Century. He is affectionately known as "Warnie".

About lime door brands

lime door brands is a boutique brand house and management consultancy boasting a portfolio of global fashion brands, operating out of Melbourne, Australia.

Specialising in innovative web and creative concepts, social media and below-the-line marketing, lime door brands manage brands end-to-end with strategic positioning, design, manufacturing, distribution and channel management.

Michele Hamdorf (M.E. Exec) is the Chief Executive Officer and owner of lime door brands. Bringing together extensive experience in the retail, fashion and telecommunications industries, lime door brands brings new brands to the global market from conception to implementation with a core emphasis around social media and digital marketing.

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