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RNS Number:8973C
Hot Tuna (International) plc
29 August 2007




Press Release                                                     29 August 2007

                          Hot Tuna (International) PLC

                          ("Hot Tuna" or "the Group")

                               Strategic Review


Hot Tuna (International) PLC (AIM:HTT), a lifestyle apparel brand with authentic
surf heritage, is pleased to give the following information on the strategic
review which has now been completed by Niels Juul, who joined the Group as Chief
Executive on 1 June 2007.

The strategic review has spanned the whole breadth of the Group and has resulted
in the implementation of several important changes in order to drive growth in
sales and continue Hot Tuna's development.


Organisational structure

Following the strategic review, the Group has been restructured, which has
strengthened the team across all levels of the business, in order to build a
more effective operational structure.  The administrative and logistical
functions were previously spread throughout the Group's operations, and these
functions have now been brought together in one location.

There has also been a shift in focus for the senior management team, whose roles
have been redefined to incorporate more of a sales function rather than their
previous operational focus.  This realigned structure will put Hot Tuna in a
strong position to continue its development and to realise the future strategy
for the Group.


Manufacturing and production

The review has also assessed the manufacturing process which has been
streamlined by reducing the Group's reliance on 14 manufacturers to just three.
Whereas previously materials were obtained from numerous sources across four
countries, the Group will now use a maximum of three sources based solely in
China, which will give much quicker delivery times and more reliability.
Significantly, the move to fewer sources will place the Group in a stronger
position to negotiate better prices for larger orders, and therefore secure
better margins.

The Group's strategy with regard to production is to purchase large quantities
of plain garments from a single source, and then to customise them regionally to
reflect local tastes and styles.


Design and sampling process

The strategic review has highlighted inefficiencies in certain elements of the
existing design and sampling process, which the Board has addressed by targeting
the opening of a new sourcing office in Shanghai by the end of September, to
service the needs of the entire Group.  There will be cost savings as a result
of the fact that the sampling process will be contained in one location, rather
than incurring the costs of spreading the process globally.

The design process will be similarly streamlined, as the designers will be
relocating to the Los Angeles office to allow Niels Juul and Executive Director
Elle Macpherson to oversee all aspects of the design process.  It is anticipated
that these changes will reduce the overall design time by a total of six to
eight weeks, which is significant not only in terms of reducing the cost of the
process, but also as it will secure more orders by offering a quicker time to
market.


Delivery

The Shanghai sourcing office will enable much quicker delivery time, and will
also reduce the risk of delay, as deliveries will be shipped directly from
Shanghai to their destination.

This new method of design, sampling and delivery will be implemented from the
beginning of the design of the Autumn/Winter 2008 collection, which commences
now, although certain elements of the new set up will be used for those
collections which are already in progress.

Commenting on the review, Ranjit Murugason, Executive Chairman of Hot Tuna,
said: "The changes that Niels has implemented have been extremely positive for
Hot Tuna both as a brand and as a business; his creative vision and sharp
business acumen have meant that he has made the whole Group more efficient in
the way that it functions, whilst maintaining the strength of the Hot Tuna
brand.

"The Board's focus on the Group's 'time and action calendar' will give tighter
deadlines and ensure that the whole process is simplified and has clear 
targets."

Niels Juul, CEO of Hot Tuna, commented:  "I have been focused on improving the
Group's margins by reviewing and adapting the processes that were already in
place.  We have identified a number of areas which need to be addressed, and the
next phase of my role will be to realise these changes for the benefit of the
Group.

"Our production process has been simplified, offering significant cost savings
and a much more efficient function.  The restructuring of the Group and its
operations will create a more efficient streamlined apparel operation, and this
secure structure will facilitate our growth going forward."


                                    - 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 / Parimal Kumar                             Tel: +44 (0) 20 7107 8000
parimalkumar@seymourpierce.com                             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
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