Darell Lea partners with retailer to claw back Easter profits from overseas firms

Related tags Retailing Online shopping

Australian confectioner Darell Lea has partnered with online experience retailer RedBalloon to encourage domestic consumers to buy local products over Easter.

The companies said that a large share Easter profits, which totaled almost $360m in 2010, was heading straight overseas and bypassing Australian businesses.

Darell Lea and RedBalloon have developed two speciality boxes designed for online purchases to combat the trend.

Darell Lea Commercial manager John Candi said: “We carefully control the distribution of our product because our customers are those who are looking for something a little more exclusive and unique when they make a gifting decision.”

“This is very much in line with the RedBalloon approach and the larger retail move toward greater personalisation in gifting. And when you also consider the convenience of online shopping, this really is a winning combination for both consumers and Australian business.”

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