Shane Fallscheer, former CEO of Lovisa, is set to introduce a new jewellery brand, Harli + Harpa, aimed at the affordable accessories market.
Harli + Harpa, supported by Fallscheer Retail Pty Ltd, reportedly plans to open several stores by Christmas, including a location at Sunshine Plaza on Australia’s Sunshine Coast.
Fallscheer, who spent over a decade expanding Lovisa to over 550 stores in 20 countries, brings significant experience to his new venture. Harli + Harpa is already actively recruiting staff via social media and is positioned to challenge Lovisa and other players in the affordable fashion jewellery space.
Harli + Harpa’s Market Approach
Harli + Harpa’s is being positioned as “Your walk-in jewellery box,” suggesting an accessible retail experience focused on affordable, trend-based accessories. The approach is similar to Lovisa’s model of providing on-trend designs quickly to a broad market.
Lovisa, founded by Brett Blundy and recognised for its ability to quickly bring on-trend designs to market, has held a strong position in the affordable jewellery sector. With a pre-tax profit margin of 81 per cent, Lovisa has become a significant player both domestically and internationally. However, the company faces increasing competition within the secto and the arrival of Harli + Harpa is likely to add to this competitive tension.
