Surf Wear 93

Aussies storming the Bastille: Surf wear, Seafood, Songs and Sport
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Austrade media release

11 July 2007

As France celebrates Bastille Day, innovative Aussie companies are storming the gates of the country that has long been perceived as a closed market according to Austrade Chief Economist, Tim Harcourt.

Mr Harcourt said that contrary to the view that France was in the ‘too hard basket’ for many exporters there have been some great success stories.

“Australian surf culture has a big following amongst young French people and companies like Billabong are leading lifestyle brands- in fact Billabong earns more offshore than Westpac,” said Mr Harcourt.

“Australia exports $23 million worth of surf and surf related products worldwide and France is our number one export market in continental Europe.”

Austrade’s Senior Trade Commissioner in Paris, Kirsten Sayers says that we are also competing in areas that the French usually excel at such as food.

“Surprisingly we are making real inroads with our food products and we have forged a great reputation amongst discerning French consumers for things such as quality seafood, macadamias, gourmet condiments and the sale of King Island Cloud Juice (water) into places such as the prestigious Collette shop,” said Ms Sayers.

“Aussie businesses are also doing very well in the music and entertainment fields coming off the back of things such as the successful international music tradeshow based in Cannes, Midem. This annual event has resulted in European industry deals valued at more than $160 million and has catapulted Aussie acts such as Sneaky Sound System and the Audreys into international prominence.

“We are really encouraging Aussie businesses who have a product that is unique and innovative to give France a shot because it is also a gateway to the rest of Western Europe.

Mr Harcourt suggested that Aussie businesses keen to test the waters and to combine watching some international sport with business networking can join Austrade’s Business Club Australia programme (BCA). This business networking program will make the most out of the 2007 Rugby World Cup in France to matchmake local French companies with Australian exporters visiting Europe.

“Big events create great hubs of export activity and help with ‘critical mass’ of clients, distributors and potential join venture partners. BCA has seen great success with this strategy and the 2003 Rugby World Cup in Australia generated 495 export deals worth $496 million across a range of industries and company sizes,” said Mr Harcourt.

“We have already seen great interest for the BCA events this year and more than 170 business heavyweights will follow the Wallabies to France and Wales in the hope of building vital relationships with company heads from around the world.”


MEDIA CONTACT: Samantha Mattila, Senior Media Adviser, Ph: 02 9390 2388, Mobile: 0434 567 673





For further news and information from the Australian Trade Commission (Austrade) visit www.austrade.gov.au/mediacentre.