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RNS Number:1317G
Hot Tuna (International) plc
23 October 2007


Press Release                                                    23 October 2007

                          Hot Tuna (International) PLC
                          ("Hot Tuna" or "the Group")


                                     Orders

                    Launch of online store for US customers


Hot Tuna (International) PLC (AIM:HTT), a lifestyle apparel brand with authentic
surf heritage, today gives an update on the Australian launch of the Hot Tuna
boys ranges into Myer and David Jones. The launch has exceeded initial
expectations, and it is anticipated that the ranges will be a sell out before
Christmas 2007.  This has put the Group in a strong position for the expansion
of the Hot Tuna boys and girls ranges into these two major department stores in
Australia in 2008.


Typically, buyers anticipate a brand to have an average sell through of 5% per
week; Hot Tuna has had an average sell through of 10%, which places it amongst
the strongest performing brands. This success illustrates the positive changes
that have been made to the design process, combining highly commercial styling
with key price points to drive sales.

Michael Geddies, Head Buyer of Myer, commented on the launch: "This season Myer
launched the surf brand Hot Tuna in our Boys 8-16 area. The unique styling of
the items and the great value offered was well received by our customers. The
immediate acceptance of Hot Tuna and the resulting strong sales exceeded our
expectations, making Hot Tuna the most successful new brand in this area in
recent times. The June and July ranges experienced sell throughs in excess of
10% per week on numerous items. This enabled us to repeat items for the peak
selling period of November to January."


The Group also announces today that its online store is now live at 
http://www.hottunaint.com/catalog/, allowing customers in the United States to 
purchase Hot Tuna apparel through the website. The Group will be rolling-out the 
website globally over the coming year.  The site will initially sell the Spring 
2007 men's range, and there are currently approximately 30 styles available 
through the online store. The launch of the US online store coincides with the 
re-launch of the Group's website.


Niels Juul, CEO of Hot Tuna, commented:  "We are delighted with the performance
of the orders for Myer and David Jones, which illustrates our presence in the
Australian market.


"The launch of the online store for US customers is very exciting, as it will
provide Hot Tuna with another platform to access our target market.  We are
looking forward to seeing the strengthening of the brand through this new sales
channel, and are keen to expand on what is already on the site.  The global
roll-out of the online store will commence shortly and we expect to be able to
offer customers online access to our products in all target geographical markets
within a year."

                                    - Ends -



For further information:

Hot Tuna (International) PLC
Ranjit Murugason, Chairman                       Tel: +44 (0) 20 7372 9378
ranjit_murugason@hottunaplc.com                  www.hottunaplc.com


Seymour Pierce Limited
Mark Percy                                       Tel: +44 (0) 20 7107 8000
                                                 www.seymourpierce.com



Media enquiries:
Abchurch
Henry Harrison-Topham / Chris Lane               Tel: +44 (0) 20 7398 7700
chris.lane@abchurch-group.com                    www.abchurch-group.com


Notes to Editors


Hot Tuna International PLC (AIM:HTT) owns the rights to the Hot Tuna brand, a
progenitor of global youth fashion, born in Australia with a heritage of
authentic surf culture.


Hot Tuna is one of the world's most iconic names in surf lifestyle and can trace
its roots back to 1969 when it was founded by a surfer and his fashion designer
wife.   Though the label had not been actively marketed over for the last
decade, it retained an organic cult status among core action sports enthusiasts.


In June 2005, Hot Tuna International PLC purchased the 'Hot Tuna' brand from
Frontier International (Holdings) Pty Ltd, listed on AIM in September 2005, and
has since started to aggressively market the brand and reinvigorate the
business.  The Company now owns all intellectual property rights to its name and
related iconography, and has put in place key management drawn from the
executive ranks of Von Dutch, Quiksilver, O'Neill and Ocean Pacific, among
others.


Headquartered in the UK, Hot Tuna operates design, marketing and distribution
hubs in the USA, Australia and the UK. In its core markets, Hot Tuna sells
products, which are directly manufactured in facilities principally in China.


Hot Tuna offices are maintained in Sydney, Los Angeles and London.  For more
information, visit www.hottunaplc.com


                      This information is provided by RNS
            The company news service from the London Stock Exchange
END

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