PAVEMENT
Designworks · Australia
PAVEMENT is an Australian teen fashion brand offering affordable, on-trend outfits for young people. Now owned by Designworks, it was relaunched in 2023 exclusively through BIG W stores across Australia.
| Owner | Designworks |
|---|---|
| Relaunch | October 2023 |
| Retail partner | BIG W (exclusive) |
| Target group | Teenagers |
| Website | pavement.com.au |
What is PAVEMENT?
PAVEMENT is an Australian fashion brand aimed at teenagers and the wider youth market. Its proposition is budget-friendly, on-trend clothing that, in the words of its owner, empowers young people to showcase their personalities.
History
The brand entered voluntary administration in 2020 during the Covid-19 pandemic. It was subsequently taken over by Designworks and returned to the market in October 2023 with an exclusive relaunch in BIG W stores nationwide. Brooke Norton, divisional general manager at Designworks, led the relaunch.
Products and positioning
PAVEMENT offers affordable, trend-led outfits for teenage shoppers. The relaunch was supported by a brand campaign with gymnast and actress Jada-lee Henry, underlining the youth focus.
Distribution
Since its return, PAVEMENT has been sold exclusively through BIG W, the Australian discount department store chain, which has been expanding its clothing offer to meet demand for affordable fashion.
Why it matters
The PAVEMENT relaunch is an example of a youth brand being revived through an exclusive partnership with a mass retailer, combining an established name with the reach of a national store network.
Frequently asked questions
Where is PAVEMENT sold?
Since its 2023 relaunch, PAVEMENT has been sold exclusively at BIG W stores across Australia.
Who owns PAVEMENT?
The brand is owned by Designworks, which relaunched it in 2023.