Kmart is ready to broadcast Anko worldwide

Kmart is taking its cult-favorite private label line, Anko, globally, starting with its launch in Canada this month, as the discount department store forms partnerships with international retailers.

Kmart Group Managing Director Ian Bailey said wholesale partnerships are the best way for the retailer to offer Anko products to the global market rather than setting up brick-and-mortar stores.

“Our product has reached a level that we believe is now competitive globally,” Bailey said after a Melbourne Fashion Festival event on Tuesday, noting that Kmart is already working with retailers in Europe, Africa, Asia and the US talked about selling Anko products at their stores.

“Canada is number one, our product goes live with it [our partner] retailers at the end of this month.”

Bailey said Kmart is taking a “pragmatic” approach to the international opportunity and is confident its budget homeware range will attract buyers outside of Australia.

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“Having traveled the world and looked at our products we would say if we make things look like home [goods] – the quality, style and price are competitive in the world in our opinion. If you look at our toys, you’d say it’s the same thing,” Bailey said.

Kmart’s own-brand products have grown in prominence in recent years, thanks in large part to Instagram and TikTok, where avid shoppers routinely share their favorite choices and show how they’re styled in their homes. Kmart’s official Instagram account has 1.2 million followers.

Bailey said the excitement about the brand on social media is a reminder of the company’s core focus.