Shock & Oar rallies after web hacking, flat retail market

With the classic, nautical styling and quality fabrics, Shock & Oar will appeal to US and European markets.
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Australian nautical leisurewear brand Shock & Oar has rallied despite a cyber attack that almost destroyed its online business. The attack on its Internet Service Provider (ISP) saw more than 4800 Australian websites, including Shock & Oar's, destroyed or damaged.

Shock & Oar Director of Sales and Marketing Deirdre Westerhout said the impact has been significant. 'This incident damaged not only the live site, but also the backups held by the ISP. It has taken a great deal of time and resources to reinstate the ecommerce website, but we're pleased to announce its 'business online as usual',' she said.

The brand's retail store has also felt the impact of a flat retail market in the last quarter. Ms Westerhout said low tourist numbers, price sensitivity and cautious consumer sentiment has adversely affected turnover despite major discounting in-store.

'We have had significant price discounting to encourage spending, however with limited effect. We are confident however that the reinstatement of the website as well as several high-profile events will bring increased traffic to our unique nautical brand,' she said.

The Perth 2011 Sailing World Championships to be held off Fremantle and Perth, Western Australia in December is one such event. According to organisers the international event will bring over 4,000 sailors and staff to Fremantle, as well as attracting hundreds of thousands of visitors to the port city.

'The sailing world championships take place once every four years and are the crucial precursor to the 2012 London Olympic Games sailing competition,' said Ms Westerhout. 'We are very pleased to carry a great range of the Perth 2011 official merchandise in store. It will be an exciting time for Western Australia and Shock & Oar are well positioned to ride that wave of excitement!'

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