M2M Group – ‘Moment to Market’ – is a collective of diverse yet complementary businesses encompassing trend analysis, design, manufacturing, marketing, and retail. Driven by a commitment to integrating and automating processes across the entire group, M2M has become Australia’s fastest merchandise manufacturer.

This integration enables brands to move at the speed of culture, which is crucial in the dynamic industries of fashion and sports retail, according to M2M Group CEO, Nick Auditore (pictured).

“In addition to our e-commerce stores, we operate our own physical retail stores, including NBA Stores and Lids, allowing us to connect directly with customers and gain immediate insights into market trends,” he told Retailbiz in a recent interview.

“We also support an extensive retail partnership network that spans fashion outlets like Culture Kings and sports retailers such as Rebel. This network amplifies our reach and ensures our products are accessible to a wide audience.”

A prime example of M2M’s speed and responsiveness is the AFL Grand Final in 2023. The printers began producing Collingwood Premiership merchandise in black and white at the close of the game and the products were available in-store and online the next day.

“This rapid turnaround resulted in $3.5 million worth of sales in the period that followed, showcasing our ability to respond instantly to significant moments and deliver exactly what fans want when they want it.”

The process was repeated for this year’s AFL Grand Final when Auditore was a spectator in the stands and made the call to begin printing early. “Perhaps it was a bit bold, but it paid off. Being able to make swift decisions like this is part of what sets us apart and exemplifies our ‘Moment to Market’ philosophy,” he said.

This speed to market was made possible by the development of Australia’s first AI-powered screen-printing technology. While the group’s ROQ machinery at the DMND facility is cutting-edge and the only one of its kind in Australia, M2M’s focus extends beyond garment decoration technology.

“We were driven by the need to integrate and automate processes across the entire M2M Group to enable brands to move at the speed of culture. This means leveraging AI and automation not just in manufacturing but throughout our supply chain,” Auditore explained.

“By integrating AI, we can rapidly analyse sales data from our own retail stores like NBA Stores and Lids, as well as from our retail partners. This allows us to make informed decisions swiftly and coordinate actions across all aspects of the business. For example, we can process sales data in real time, which automatically triggers the next best decisions—whether that’s adjusting production schedules, managing inventory, or personalising products. We’ve improved efficiency, reduced lead times, and increased our ability to deliver personalised products quickly.”

Auditore says M2M’s creative agency, 2045 also plays a significant role, particularly through the Smart Studio, which uses AI to recognise certain products when shooting, automating camera settings, editing, and exporting content autonomously.

“This automation frees up our creative team to focus on innovation rather than administrative tasks, ensuring that marketing materials are ready as quickly as the products themselves. This seamless integration between production and marketing helps us exceed customer expectations by delivering high-quality products promptly,” he said.

Looking ahead to the next 12 months, M2M’s key priorities include further enhancing the integration of AI and automation across the business to improve speed and responsiveness.

“We aim to continue capitalising on significant cultural and sporting moments by delivering products to market faster than ever before. We also plan to strengthen our own retail presence through our NBA Stores and Lids outlets while continuing to support and expand our retail partnership network with stores like Culture Kings and Rebel,” Auditore said.

“Overall, we’re committed to improving efficiency, scaling our operations, and delivering exceptional value to our customers and partners. By leveraging technology and maintaining strong relationships with our retail networks and league partners like the AFL, we aim to solidify our position as the fastest and most responsive merchandise manufacturer in the country.”