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Former Lovisa CEO Shane Fallscheer has named himself a founder of Harli + Harpa on social media, with plans to open several stores before Christmas. | Sunshine Plaza
Former Lovisa CEO Shane Fallscheer has named himself a founder of Harli + Harpa on social media, with plans to open several stores before Christmas. | Sunshine Plaza

Familiar faces: Competition in fashion jewellery market heating up

Former Lovisa CEO Shane Fallscheer is launching a new fashion jewellery brand in Australia.

Fallscheer has named himself a founder of Harli + Harpa on social media, with plans to open several stores before Christmas. He was CEO of Lovisa for 12 years, departing the role in October 2021.

The Sunshine Plaza website states that a store is ‘coming soon’ accompanied by the following brief: “Harli + Harpa is all about encouraging and igniting confidence with their fashion-forward long-lasting pieces. Stack it, layer it, mix it, wear their pieces on repeat. Think of them as your walk in jewellery box, with pieces for every occasion.”

MST Marquee analyst Craig Woolford told the Australian Financial Review that Fallscheer’s experience would be an advantage for the incoming fashion jewellery brand.

“Increasing competition will put downward pressure on the highly attractive margins. Global expansion is the key driver of growth for Lovisa, but the domestic market still matters,” he said.

“Competition hampers price increases and will likely result in a cap on store growth and gross margin improvement over time. Harli + Harpa will benefit from Fallscheer’s experience and is more likely to succeed as a result.”

In August, Lovisa reported a 17.1 per cent increase in revenue for the past year. It operates more than 900 stores globally, including 187 in Australia.

More reading
Sales, store count spike for Australian fashion jewellery chain
New horizons: Signet eyes off fashion jewellery market
Fashion Jewellery Chain Stores: Rapid rise and dramatic demise
Fashion jewellery: Out of the frying pan into the fire
Unlocking avenues amidst adversity
Lovisa: Strong sales as global expansion continues

 











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