'Once we're in there that will pave the way for the next Cotton On brands to come in,' she said.

'Moving into the Northern Hemisphere for Typo is an easier move for us and one that's worked quite quickly – we can keep growing no matter what the climate,' she said. Typo general manager Bianca Ginns (R) says the stationery brand is paving the way for other Cotton On Group brands to enter the UK. 'We find the Northern Hemisphere works for our brand, we don't have the apparel challenges of (reverse seasonality,)' said Ms Ginns, who ran retail operations for Ripcurl, Giordano and Diva before joining Typo three years ago. Typo was chosen to spearhead COG's foray into the UK and Europe because, unlike womenswear, menswear, childrens wear and lingerie, its products are trans-seasonal. Other brands in the Cotton On Group stable will follow as early as next year. 'Lots of people do parts of what we do, such as Tiger which does novelty gifts, Paperchase stationery and Urban Outfitters novelty gifts, but not one brand does everything we do.'Ĭotton On plans to open more than Typo 100 stores in the UK over the next five years – challenging Premier Investments' Smiggle for a share of the lucrative $A3.2 billion personal stationery market – before expanding into Europe. 'We've really carved out a niche for ourselves,' she said. 'We find that any of our products that have a sense of humour work really well – it seems Brits and Aussies have quite a common sense of humour,' Ms Ginns said. Typo's stationery and novelty gifts have been well received by UK shoppers. Typo general manager Bianca Ginns said early sales had exceeded initial expectations, with strong demand for LED alphabet lights and novelty lunch boxes with humorous slogans. Typo, which sells diaries, cards, gift wrap, craft and novelties, opened a 130 square metre store in Westfield's Stratford shopping centre this week, nine months after launching a dedicated UK online store to test appetite for the Typo brand.

Cotton On Group's fourth biggest brand, Typo, has opened its first British bricks and mortar store, paving the way for the Geelong-based retailer's clothing brands to set up shop in the United Kingdom and Europe.

Typo store opening hours