In Australia A celebration of those Australian retailers that have weathered the unpredictability of 2020 and come out stronger - and better ...
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in Australia
A celebration of those Australian retailers that
have weathered the unpredictability of 2020 and
come out stronger – and better – than ever.
Sponsored by
November 2020 www.insideretail.com.au | 21
COOLEST RETAILERS
FOREWORD
A
t a blazing pace – measured in weeks, not years – fundamental
consumer behavioural changes have transformed the retail
industry. The pandemic has not only changed our way of life,
but how we shop, and propelled the market into a recessionary track,
faster than ever before.
As a result, retail leaders have had to be swift but calculated in
their actions. It’s been amazing to watch how Australian brands have
responded and adapted online and instore to accommodate the
changing needs of their customers.
When you think about retail in today’s landscape, it is a challenging
and highly competitive market, and this list provides a great
opportunity to reflect on what brands are performing well in the
current economic environment and which brands are holding their
own globally.
Brands have had to step up and take bold action in response to
this change: they have invested when others withdrew; they have
advertised when others cut media budgets; they have doubled down
on innovation when others cut
R&D budgets; they have advertised
positive messages when other Brands
companies went silent; they
continue to redefine and defend have had to step
their value propositions when
others panicked and drop prices. up and take
They have done this while creating
a truly unique and engaging
bold action.
experience for their customers.
Retail excellence during the Australian bushfire season, let alone
an unprecedented global pandemic, is hard and e-commerce has
played a critical role for the sector. Retailers are strategically focused
on e-commerce as a growth channel, as more Australian consumers
migrate online and need the flexibility/convenience of online shopping
as an option.
While it has been on the radar for years, Covid-19 encouraged the
acceleration of omnichannel retail. It’s now a must-have for retailers,
and with the power of data platforms and real-time analytics to help
brands be nimbler and react quickly to changing market conditions and
customer expectations, it is set to soar.
- IRI
22 | www.insideretail.com.au November 2020
COOLEST RETAILERS
IT’S COOL to be kind
A
round this time last year, the Inside Retail team and our trusty
Coolest Retailer advisors Danny Lattouf and Matt Newell from
The General Store were discussing our favourite Australian
retailers one night over tapas and sangria in a not-very-CovidSafe little
Spanish restaurant in Sydney. We were having a great time.
Fast forward 12 months and we were chit-chatting over a morning AUSTRALiA’S
20 COOLEST
Zoom call instead, working out what being a ‘cool retailer’ in 2020
means with our new advisor on board, Rosanna Iacono from The
Growth Activists.
In 2019, our definition of RETAiLERS
‘cool’ was something fun, fresh,
unexpected and new – we were
It is truly
mostly looking at innovative an inspiration to Adore Beauty
products, awesome in-store Bassike
experiences, excellent customer see how these Burger Urge
service and cult brands with that
inexplicable ‘wow’ factor. retailers have BBQ Galore
But in the year of devastating
bushfires, floods, Black Lives Matter
thrown caution Clothing the Gap
Coco Republic
events and coronavirus, priorities
and values have shifted. In this
to the wind. Country Road
year’s list, most of these retailers Everyhuman
have also been chosen for their sustainability and community efforts,
as well as how they responded to these horrific events and listened to
Four Pillars
their customers. Glam Corner
Where some tone-deaf retailers continued to push irrelevant Good Day Girl
products during the peak of the pandemic or simply posted black
social media tiles to show their performative solidarity with the Black
Hype DC
community, others had genuine empathy and re-considered how their The Iconic
businesses operate. In the face of Le Specs
so many difficult challenges this
year, it is truly an inspiration to see Modibodi
how these retailers have thrown Nobody Denim
caution to the wind, changed tack Outland Denim
and experimented in order to
meet customers where they are Rebel
right now. Upparel
From small to large retailers, Who Gives a Crap
pureplay to omnichannel, toilet
paper to luxury fashion, this year’s
Coolest Retailers list features
a wide range of homegrown
businesses we’re proud to call our ONES TO WATCH
own. Enjoy. ABCH
Culture Kings
JO-ANNE HUi-MiLLER Rationale
Inside Retail, Managing editor – Premium & features Zeroco
November 2020 www.insideretail.com.au | 23
COOLEST RETAILERS
The local
LUXURY
CHAMPiON
BASSIKE
Category: Designer fashion
The cool factor: The cult brand
that made sustainable basics and
transeasonal fashion cool way before
coronavirus.
W
ith its focus on sustainability with an abundance of choice, the brand think so too.”
and local manufacturing, will design more concise ranges in the Meanwhile, Bassike has just closed its
as well as luxurious future, where each piece is designed to original flagship store and opened the
transeasonal basics, you could say work with others in both previous and doors to a new, larger space in the same
that Bassike was already well set up to forthcoming collections. Versatility and beach suburb of Avalon in Sydney.
weather coronavirus and offer exactly longevity are both key. “While our online flagship store
what fashionistas are looking for in 2020. Being Australian-made is part continues to grow and develop, we
“Our existing focus on the digital of Bassike’s DNA, despite the high still see strong results from our stand-
space allowed us to pivot our retail costs and other challenges of local alone retail boutiques and believe
energy to e-commerce. Our local supply manufacturing, says Voss, who is a bricks and mortar presence is an
chain positioned us well to cope with particularly concerned about the loss important part of telling the bassike
the disruption, giving us the flexibility of local skills as the workforce ages and brand story,” Voss says.
to make ongoing adjustments and to industry continues to move offshore. “We love being able to connect with
respond quickly to product demands,” “We have a very close working the community in each of our store
says Bassike CEO Billy Voss. relationship with our makers to manage locations and most importantly it is
“The learnings gained through the workflow and output required not where our customer can touch and feel
this experience have made us a more only for our current collections, but also the quality of our designs.”
focused and efficient business. This to cover our projected growth,” he says.
is visible in our conscious approach “Producing locally does come at a Why they’re cool: “Bassike is arguably
to design through to manufacturing, significantly higher cost to producing Australia’s hottest designer brand right
marketing and customer experience.” offshore, but this is something we have now. Already a cult luxury basics brand
As a result of the pandemic, even been committed to since the brand pre-pandemic, their utilitarian luxury
Bassike is considering how it can operate launched in 2006, and it is important to look taps perfectly into the current
in a more sustainable way in the future. us that our workers are being treated global zeitgeist for casualised style.”
Instead of overwhelming the consumer well and paid fair wages – our customers – Rosanna Iacono, The Growth Activists
24 | www.insideretail.com.au November 2020
COOLEST RETAILERS
The party animal
FOUR PiLLARS
Category: Food and beverage
The cool factor: A bar, gin lab and masterclass venue where
award-winning gins meet cosy but cool industrial style.
The A-list
A
pandemic couldn’t stop much-loved gin brand Four
accessory
Pillars opening an ultra-cool multi-use venue in June
in the hipster neighbourhood of Surry Hills, Sydney.
While their spiritual home will always be the Yarra Valley in
Melbourne, the new Four Pillars Laboratory is a hybrid of cosy
cocktail bar, an experimental gin lab, shopfront and education
space, where customers can even enjoy a masterclass in gin,
cocktail or distillery with co-founder Stu Gregor.
LE SPECS “When we thought about what we wanted to bring to
Category: Eyewear Sydney, we were determined to take that same passion for
The cool factor: Makes ultra-stylish sunglasses that are making, creativity and experimentation and focus it on the
beloved by celebrities (hello, Rihanna) and everyday delicious drinks you can make with our gins. And we wanted
Aussies alike. to serve it all up with our signature love of warm hospitality
and beautiful design,” explains co-founder Matt Jones.
N
ot many Australian brands can count mega-celebrities “The result is the Four Pillars Laboratory in Surry Hills,
Rihanna, Beyoncé, Lady Gaga, Gigi Hadid and Justin a delicious playground for Sydney’s gin lovers and a new
Bieber as their fans, but Le Specs can. In 2016, the bucket list destination for gin fanatics around the world.”
brand’s collaboration with womenswear designer Adam Set in the historic 1930s Bussell Bros building, the Four
Selman on a pair of cat-eye sunglasses called The Last Lolita Pillars Laboratory has an industrial vibe, featuring the
went viral – and Le Specs has been showing up on famous 11-metre ‘juniper blue’ concrete Eileen’s Bar, named after
faces ever since. Jones’ mother. The laboratory even features a copper still,
It’s the kind of success most retailers can only dream about, also named Eileen. In fact, since launch, the co-founders
and it nearly didn’t happen, according to Le Specs’ creative have lovingly named their stills after their mums (there’s also
director Hamish Tame. Wilma, Jude and Beth).
“It took a year for people to like it. We launched it and got “It’s a lot more than just popping in and buying a bottle
some good press and a couple of cool celebrities, and we of gin,” says Gregor. “Coming out of the [pandemic] craziness
almost put it to bed. It was just that gut instinct that made right now, we understand what hospitality really means and
us say, ‘We still like this style, and we love Adam. Although it what we miss about it – coming together at appropriate
doesn’t make financial sense at the moment, we think that we distances and the fun of getting together and enjoying
should do a second round of it’,” Tame recalls. others’ company.”
It was only after the second run that Hadid posted a selfie of
herself wearing the frames on Instagram, and the rest is history. Why they’re cool: ”Combine top quality gin, a passion for
“It’s that thing about doing something different, doing what design and the launch of a Gin Laboratory in Sydney, and
you believe in and backing yourself,” Tame says. you have a cocktail of cool Australian retail.” – Matt Newell,
The brand continues to do things differently with its recent The General Store
launch of Le Sustain, a completely sustainable collection of
sunglasses made out of a grass-based material that took over
five years to perfect. Products are presented in drawstring
pouches made out of a blend of recycled plastic and cotton
and packaged in recycled cardboard boxes printed using soy-
based ink.
“It’s exciting for us to be able to throw out all of the rules
and start fresh,” Tame says.
Le Specs’ aim is to continue to test new materials, not only
to introduce more sustainable solutions across the broader
offering, but also to share its findings with other retailers and
industry and government bodies.
“We’re not saying this is the answer to all of the
environmental issues out there, but we can start the
conversation,” he says.
Why they’re cool: ”Nothing screams ‘90s like Le Specs, Le Tan
and Le Snack. But with some seriously cool product design and
a new sustainable range, Le Specs are back in a big way.” – Matt
Newell, The General Store
November 2020 www.insideretail.com.au | 25
COOLEST RETAILERS
THE BLOODY
boundary
pusher
trying to jump on the trend and you’ve explains Chong.
MODiBODi got other types of versions of menstrual “If brands like us can continually
Category: Feminine hygiene cups coming out, too,” says Chong. champion open, honest messaging,
The cool factor: This brand is smashing “In the femtech and femcare space, whether that’s showing blood or talking
stereotypes and taboos around there are a lot more apps and products about periods, hopefully that fear will go
menstruation and incontinence, one that are being invested in. There’s always away, we’re a big believer in that.”
pair of undies at a time. been low investment, but investors are At the moment, Modibodi has
catching on that it’s a huge area and partnered with Plan International to
Things have changed a lot since women’s health is really important.” test its products in rural areas of the
Modibodi founder Kristy Chong Traditionally, menstrual products Philippines, where women have low
developed her first pair of period-proof have been marketed in the same way access to running water, so the business
underwear out of frustration with the to all females, regardless of their life can understand its true impact on
lack of innovation in the menstrual stage. Modibodi Red was specifically women’s lives and scale up its ‘Give a
product category. launched to talk to young girls about pair program’ in 2021.
In the last few years, the business how to navigate menstruation and “We see ourselves as a social
has developed into swimwear, men’s puberty in an educational yet enterprise where we can provide these
underwear and teen products; garnered down-to-earth manner. garments to women who can’t afford
investment from Quadrant; donated A monthly podcast and blog aimed them. Not only are we a profitable
undies to 50,000 women around the at tweens features interviews with business, but we have a sustainable
world and even ruffled a few feathers health professionals as well as other girls impact and we can end period poverty
at Facebook, thanks to its (literally) sharing their experiences with others. and be part of the solution,” says Chong.
bloody down-to-earth marketing And last month, Modibodi launched
campaign. Now, the homegrown a period kit for tweens, including an Why they’re cool: “Modibodi really
business is on a path of expansion into informative booklet, a waterproof bag, excels in terms of environmental
Asia and exploring new products in the several pairs of undies as well as fun impact through their product, as well
sustainable and reusable space. products like a lip balm, affirmation as through diverse representation
“[The category] has come a long way cards and a headband. of women across all their brand
and I’m so proud that we’ve been a part “We are trying to open up the touchpoints. Their social commitment
of the movement. There are a lot more conversation so that parents can have is inspiring.” – Rosanna Iacono, The
brands and mainstream brands that are those conversations with their children,” Growth Activists
26 | www.insideretail.com.au November 2020
COOLEST RETAILERS
The risk taker
BARBEQUES GALORE
Category: BBQ and outdoor furniture
The cool factor: A retailer that’s not afraid to take risks,
even in the midst of a pandemic.
B
arbeques Galore has proven the importance of
taking risks, even during uncertain times.
At the height of the pandemic, the retailer released
a bold campaign addressing government restrictions on
outdoor gathering and barbeques head on. And was highly
praised for it.
According to Barbeques Galore chief marketing
officer Mike Ainsworth, it was an important time to invest THE WOKE
in marketing.
“Why wouldn’t you invest in times like this? I’d never BURGER BRAND
advise recklessness, but if you have funds to invest, you
absolutely should. It’s not the first recessional slowing
of an economy. There are countless case studies that say BURGER URGE
spending during them makes a huge difference throughout, Category: Quick-service restaurant
especially at the other end. A lot of people are pulling out,
The cool factor: A socially aware burger restaurant focused
so you just need to invest the same amount of money and
on providing fun, localised customer experiences.
you’re doubling your share of voice,” Ainsworth says.
F
The retailer also trialled the sale of meat products in stores
ancy a martini at your local burger joint-turned-cocktail
as part of a collaboration with JBS Australia, and is now
bar, inspired by the prohibition era? Or perhaps a side
selling a BBQ Box as part of its online offer, to better serve its
of fries at a deep-sea diving themed space in Darwin?
customer base during the resurgence of at-home dining.
In a market saturated with burger joints, Burger Urge
“While there are many great meal kit and food delivery
differentiates itself by combining casual dining with unique
services out in the market, we feel that a solution specifically
in-store experiences. Plans are currently underway to also
for those of us who love to BBQ has been missing.”
open a Blues Brothers-themed location in Tamworth.
BBQ in a Box allows customers to order tailored boxes
“We’re not here to compete with Hungry Jacks and Maccas,
online and have them delivered straight to their door. The
but we’re looking for our point of difference, where people
boxes have been created in partnership with Our Cow, a
want to enjoy the space,” says CEO Shawn Kerr. “We’re looking
family owned meat delivery company.
at the five senses and thinking about how to engage them and
Barbeques Galore has developed a new e-commerce site
create something that’s different and appealing.”
to support the program, and is leaning on Our Cow’s strong
Founded by brothers Sean and Colby Carthew in 2007,
end-to-end fulfilment process to get products to customers.
Burger Urge now operates 29 restaurants across Queensland,
“It’s early days but we are really excited about the
New South Wales, Victoria and the Northern Territory, but fast
opportunity this represents.”
expansion is not part of the plan.
Kerr says the business is agile enough to respond to trends
Why they’re cool: “The stars really aligned for this
and the focus is on growing a solid local presence before
business in 2020. They’ve really moved towards owning
tackling the overseas market.
what is essentially an iconic Australian activity through
“We don’t want to open 40-50 units and then it becomes a
the ‘edutainment’ element built into their new store
stagnant brand. We need to get our platform and processes
concept and some fun new ads.” – Rosanna Iacono,
right in Australia. Without the core foundation, I’m not
The Growth Activists
prepared to let it go overseas. It’s critical.”
And that’s not all. Burger Urge is the first restaurant to
partner with the Good Food Revolution and endeavours
to recycle all glass, plastic and aluminium drink containers,
compost all food waste, eliminate single-use plastic and only
sell animal products that are at least RSPCA approved by
December 2020.
Over the next few years, there are plans to increase this
effort by converting all restaurants to solar power and offering
plant-based alternatives for every menu item.
As Sean Carthew says: “We’ve already achieved enough to
have a happy life. So, rather than obsessing with growth and
world domination, we want to grow in a way that creates
actual positive change.”
Why they’re cool: “As restrictions ease, people are dying to have
fun again with good food, good friends and good vibes. Burger
Urge delivers this in spades.” – Jo-Anne Hui-Miller, Inside Retail
November 2020 www.insideretail.com.au | 27
COOLEST RETAILERS
THE NEW
Australiana
COUNTRY ROAD
Category: Fashion
The cool factor: Redefining what
it means to be a heritage brand
by championing Indigenous
designers and models.
‘L
eave the logo in a better place’ August, and is providing a 12-month partnership means and really doing
has long been the unofficial mentorship to the winner, Julie Shaw. it justice. And understanding the
philosophy at Country Road, At the same time, the retailer started ethical considerations and cultural
but after the devastating drought and sourcing more merino wool and cotton appropriateness as well.”
bushfires of the past few years, the from Australian farmers, and shot its Country Road has been praised for
brand started to ask itself whether spring campaign in a Blue Mountains its thoughtful approach. Roseby recalls
it could be doing more. In 2019, the community that was impacted by the receiving an email from a First Nations
leadership team got together to think bushfires. And recently, it announced a team member after the retailer’s first
about what the brand really stood for. three-year partnership with Landcare campaign featuring Aboriginal model
“We realised pretty quickly that what Australia to fund biodiversity restoration Billie-Jean Hamlet launched.
people wanted and what we felt aligned projects to benefit local farmlands. “It was a very proud moment to hear
to was supporting the local communities,” These are important issues, and that a team member felt they were
Elle Roseby, Country Road’s managing Country Road is taking them seriously. being represented,” she says. “I think
director, says. Last year, before partnering with that’s where diversity is so important
Instead of sponsoring the Australian DAAF, the retailer engaged Cox Inall – that people see themselves and feel
Open, as Country Road had done in Ridgeway, an Indigenous consultancy, connected to something.”
the past, the leadership team decided to provide cultural awareness training
to lend its support to the Darwin to ensure the company’s efforts were Why they’re cool: “Embracing Australia
Aboriginal Art Fair Foundation (DAAF) not tokenistic. and all of its beauty has seen Country
this year. Country Road was also a judge “These communities have strong Road bring a wonderful array of diversity
and presenter at DAAF’s inaugural foundations,” Roseby says. “It’s to its communications and presentation.”
National Indigenous Fashion Awards in about understanding what the – Danny Lattouf, The General Store
28 | www.insideretail.com.au November 2020
COOLEST RETAILERS
THE OLD-SCHOOL TAiLOR with a twist
using ends of rolls and remnant fabrics, and their client list has grown.
GOOD DAY GiRL and a response to the increasing need “There was a big feeling of
Category: Fashion for face masks. wanting to support local industry
The cool factor: A modern retailer A highlight for Good Day Girl this year and manufacturing [this year]. And
bringing back made-to-order for the was designing and collaborating with as far as what they were wanting to
discerning customer. the Australian Chamber Orchestra (ACO). buy, they are looking for pieces to wear
“They wanted to work with a local for many seasons – thinking about
I
t’s been a year of experimentation fashion business that could collaborate versatility on how to wear the piece
for made-to-order clothing company with the players on what their stage but also being able to wear pieces for
Good Day Girl with the retailer wardrobe would look like. The pieces different occasions, within our more
launching two new offers, a Styling are all going to be tailored to each relaxed state of play…aka not many
Service and a Lucky Dip. individual player and it will launch for events,” she says.
“[The Styling Service] is all about their 2021 season.” “We had more new clients visit us this
unlocking the value you already have in Good Day Girl spent a lot of time this season, than before. And they all came
your wardrobe. We visit clients’ homes, year looking inwards to reflect on what’s by researching slow fashion, sustainable
edit their wardrobes and put looks important to the brand. fashion – so we are definitely feeling a
together – taking photos and uploading “At the core of this is our belief in strong move towards it.”
them to either Pinterest or Dropbox,” slowing down the fashion train and
co-founder Sophie Pollitt explains. creating a business that offers an Why they’re cool: “Good Day Girl is
Styles can be remodelled or resized alternative way for consumers to shop a B Corp with slow fashion at its heart.
as desired, and unwanted clothes are with their values and build a good Made-to-order collections with zero
donated to Dress for Success. wardrobe,” she says. waste, and all Australian-made – it’s a
The Lucky Dip features a vintage Pollitt has noticed an increased combination that’s hard to believe.” –
section, an experiment in upcycling interest in ‘conscious shopping’ this year Danny Lattouf, The General Store
We had
more new clients
visit us this
season, more
than before.
November 2020 www.insideretail.com.au | 29
COOLEST RETAILERS
THE iNCLUSiVE
sneaker store
“The culture behind sneakers is scary community throughout the year and
HYPE DC to some, but sneakers should be about hopes to make the Hype Girl campaign
Category: Footwear everyone and for everyone,” Tia Paterson, an annual event.
The cool factor: There’s no room for Hype DC’s head of marketing, tells Inside At the same time, the brand continues
exclusivity at Hype DC (except when Retail. “We wanted to break that stigma to evolve to meet the needs of its
it comes to its kicks); this brand is all down and be more approachable and digital-native customers. During Covid-
about inclusion. welcoming, so everyone feels like they 19, it launched Hype at Home, a virtual
can walk in.” sales tool that allows
I
s there anything cooler than a fresh Everything from online shoppers to
pair of kicks? Whether edging up
a floral frock, or taking a suit from
the styling of the
campaign (funky
The culture talk directly to Hype
DC team members
corporate to chill, they inject just the plaids and playful behind sneakers in-store, and it’s about
right amount of DGAF attitude into an
outfit. So it’s no wonder people have
jumpsuits), to the
colour palette (pastel), is scary to some, to switch on four-hour
and weekend delivery
become a bit obsessed with sneakers –
to the point where they have their own
to the talent (including
comedian Lucinda
but sneakers in metropolitan areas.
name (sneakerheads) and culture. Price, aka Froomes, should be about Why they’re cool:
But Hype DC wants to make this
culture welcoming to everyone, not
and modest fashion
influencer Nawal Sari), everyone and ”Shopping at Hype
actually makes you
just those with a StockX account. One
example of this is its recent Hype Girls
was purposefully
chosen to break down
for everyone. cooler. Fact. Hype’s
cool factor starts with
campaign celebrating nine Australian stereotypes about its product assortment
women from all walks of life who embody sneaker culture. and emanates out to the team, the stores
the brand and its spirit of inclusivity and Hype DC plans to release smaller and online experience.” – Matt Newell,
have a genuine love of sneakers. pieces of content celebrating its female The General Store
30 | www.insideretail.com.au November 2020COOLEST RETAILERS
THE lipstick EFFECT
content. Besides the podcast, the retailer beauty is more expansive than many
ADORE BEAUTY also has a YouTube channel with more companies give them credit for. And the
Category: Beauty than 11,000 subscribers and a popular retailer isn’t just focused on empowering
The cool factor: How many retailers blog where editors review products and women in the bedroom.
have a top-rated podcast tackling share makeup tutorials. Adore Beauty also offers an annual
topics like acne and thigh chafing? But it’s the seamless integration scholarship and paid internship to
between the content it produces and young women studying STEM and
A
dore Beauty might not be the products it sells that really sets provides equal amounts of paid parental
the first multimillion-dollar Adore Beauty apart as a modern retailer leave to its female and male employees.
company that started in a that’s all about its customers. These are just two examples of its
garage, but it’s probably the first one “There are plenty of e-commerce longstanding efforts to achieve gender
with a top-rated podcast that has businesses that have a blog, but it’s equality in the workplace.
tackled topics like acne, thigh chafing shoved over to the side. It’s this awkward
and laser hair removal. flipping back and forth, and that’s not Why they’re cool: ”Adore Beauty
The online retailer, which just listed how people shop. It needs to be mixed is mostly cool due to just how
on the ASX in a $269.5 million IPO, is in together,” says founder Kate Morris. connected they are to their very loyal
as beloved for its huge selection of Speaking of breaking down barriers, customers. From service to product
cult-favourite beauty products (it stocks Adore Beauty recently ventured into the to engagement and rewards, there’s
over 11,000 items from over 230 brands) sexual health and wellbeing category nothing not to adore.” – Danny Lattouf,
and fast shipping, as it is for its ‘no BS’ and proved that consumers’ concept of The General Store
From service
to product to
engagement and
rewards, there’s
nothing not to
adore.
November 2020 www.insideretail.com.au | 31COOLEST RETAILERS
The homegrown hero
THE iCONiC orders in the warehouse. has already achieved. It started using
Category: Fashion The initiative followed The Iconic’s recycled satchels to ship orders in
The cool factor: When Australia was launch of the Considered Edit last year, May, and in January it launched pre-
devastated by bushfires, it turned its which lets customers filter brands and paid postage labels on its website, so
warehouse and office into donation products according to their own values, customers can easily send pre-loved
drop-off points. like animal friendly, eco-production, or clothes to the closest Salvos store.
sustainable materials. And the ode to Others will take longer.
R
aising the bar for online diversity and inclusion that was its “One of the primary drivers...was
shopping is not the only thing 2019 Summer Show, featuring to hold ourselves accountable and
The Iconic is passionate about. international Muslim supermodel encourage others in the industry to do
It also aims to have a positive impact on Halima Aden as the headliner. the same,” says The Iconic’s CEO Erica
people and the planet, and its response The Iconic has also published a Berchtold about the progress report.
to the devastating bushfires last summer progress report on its impact so far and “If you wait to be perfect, things
was a clear example of this. its goals for the future, including making will never get off the ground and start
Besides taking part in the industry- 90 per cent of private label units from improving. Our ‘progress over perfection’
wide ‘All In’ campaign to support the more sustainable materials by 2025, mantra, empowers us to be ourselves,
bushfire relief in January, it also opened switching 100 per cent of consumer- put our stake in the ground and head
up its warehouse and headquarters in facing packaging to recycled material, towards it.”
Sydney as donation drop-off points, with diverting 50,000kgs of textile from
the goal of providing long-term support landfill via a takeback scheme, working Why they’re cool: “With bold statements
to those in need. The retailer worked with brands to extend their sizes and on body diversity, sustainable fashion,
with charity partner Thread Together creating an incubator program to work tech and delivery, The Iconic is like the
to help clothe vulnerable communities with new designers from disadvantaged George Clooney of e-commerce. It just
and employees were encouraged to backgrounds. keeps getting cooler with age.” – Matt
volunteer their time to pick and pack Some of these goals the retailer Newell, The General Store
If you
wait to be
perfect, things
will never get
off the ground
and start
improving.
32 | www.insideretail.com.au November 2020COOLEST RETAILERS
The sustainable
fashionista
GLAM CORNER
Category: Rental fashion
The cool factor: Rental is part of the zeitgeist now and this
retailer is grabbing the opportunity with both hands.
THE GLOBAL
W
hen the pandemic hit and events were cancelled,
many would assume that for rental fashion retailer
CHANGEMAKER
Glam Corner, the business would be headed for
the worst. Instead, it has just signed a partnership with David
Jones and raised $12 million in Series B funding - the largest
investment ever received by a B Corp business.
OUTLAND DENiM “It’s a milestone for the company, but it’s a milestone for a B
Category: Fashion Corp to raise that investment. I feel like it’s really great for the
The cool factor: A sustainable fashion brand that industry and those entrepreneurs who are thinking of building
empowers survivors of forced labour and slavery. a sustainable business and doing something different.
It’s really good that we can inspire them to just do it,” says
I
n a year when many large retailers released their first co-founder Audrey Khaing-Jones.
attempts at a sustainability report, it’s well worth And while there may have been fewer party dresses on their
remembering the ones that have forged the path. In way out, Glam Corner customers were on the search for more
many ways, Outland Denim is still well ahead of the pack. activewear and athleisure. Between March and May, Glam
This year, the business won the Stop Slavery Enterprise Corner also experienced a 200 per cent increase in the ratio of
Award for its work in eradicating forced labour along the above-the-waist clothing and the merchandising team were
retail manufacturing chain, through gainful employment struggling to keep up with demand. Interestingly, it also saw
and education. a rising interest in maternity wear as well as subscription box
And, after nine years of growing organically the business sign-ups.
opened itself up to outside investment for the first time, “During this time, a lot of people are taking stock of their
utilising an equity crowdfunding campaign to raise $1.3 consumption habits. It’s been a real reset in how they think
million towards future growth. about their wardrobes, diet and travel and they’re thinking
The best part? These investors can now directly about how in the future, maybe they can make a more positive
contribute and benefit from that growth, according to impact,” observes co-founder Dean Jones. “It’s great, rental’s
founder James Bartle. really having its time in the sun.”
“I love the idea through and through — that those people
who have backed us, supported us, and taken a risk on our Why they’re cool: “It’s so exciting to see a business like Glam
brand will now be able to get dividends in the future and Corner that can package being sustainable up with being
have a direct impact on our mission,” Bartle says. stylish and profitable all at the same time, I can’t wait to see
“They are holding up the values of the company and what’s to come.” – Jo-Anne Hui-Miller, Inside Retail
speaking on the issues and sharing our posts, so there’s lots
of really cool things that you can look at and think, ‘Wow,
it really does add another dimension to a brand by adding
1000 investors into the mix’.
“Not everybody will align with us on everything we stand
for, which is okay. But I think more people than not see it as
a solution they can be a part of easily, so they engage, and I
think that’s why we’re seeing success.”
And while bringing those financial, social and
environmental dividends to a wider range of people,
the business has also launched its first vegan collection,
a stand-alone denim washing and finishing facility, and
launched the What Did Your Jeans Do campaign —
which helped customers understand the impact of their
purchasing behaviour.
Why they’re cool: ”Founded as an avenue for the training
and employment of women who have experienced sex
trafficking. There’s nothing cooler than that.” – Matt Newell,
The General Store
November 2020 www.insideretail.com.au | 33COOLEST RETAILERS
THE BAR RAiSER
REBEL
Category: Sports and outdoor
The cool factor: A bold retailer opening immersive physical
store experiences – all while social distancing, of course.
F
or two years, Rebel worked solidly side-by-side with
Nike to create a new world-class store concept, where
customers could immerse themselves in the brand, test
their new sneakers in an indoor basketball court or football
pitch, check out the latest products at the innovation zone or
play in the e-gaming area.
Little did the Rebel team know that when they would
eventually unveil its new RCX concept in Doncaster, Melbourne,
it would be in mid-March at the very peak of a pandemic.
Managing director Gary Williams admits “you couldn’t have
chosen a worse time to open a store”, but customers were
still drawn to the new RCX concept, which now focuses on
experiential retail and female customers in particular. Traffic may
have been down, but conversion rates were at an all-time high,
as well as the average transaction value.
“We saw significant volume uplift for [women]. We were
generally travelling at 65:35 male: female. Then we started
seeing a 50:50 shift, then 55 per cent was for her, then it went to
60:40,” says Williams.
The helping hand “What we’ve gotten wrong [in the past] is how she shops.
Now we’re bringing in the right fixtures, fittings and adjacencies.
Before, we were just ‘pack it high, stack it high’. No. She wants
to shop an experience, and it will allow her to both shop online
EVERYHUMAN and come into the store.”
Category: Adaptive fashion Rebel’s second RCX store recently opened in Parramatta with
The cool factor: This adaptive fashion retailer is shining great fanfare, with more stores to come in the future. In the
a light on a customer base who have been ignored for far meantime, Williams is also eyeing other growth categories for
too long by the industry. the business, including nutrition, footwear and apparel.
“We have realised that health and wellbeing is a critical
I
t’s been a whirlwind 12 months for Everyhuman founder component for ourselves as humans. Everyone talked
Matt Skerritt since the adaptive fashion retailer began about toilet paper at Woolies, but we had the same impact
offering people of all abilities stylish and functional with weights – people were buying weights like you would
pieces for their wardrobe. not believe,” he says. “This has gone from weights to
Since then, Everyhuman has become the exclusive stretching pieces, then to the smart watches, then to people
Australian partner with Tommy Hilfiger’s adaptive range, doing their own studios and buying equipment. We see it as a
signed up Paralympians Jessie Ongles and Robert Lambert growth corridor.”
as brand ambassadors and even took part in Melbourne
Fashion Week recently. Why they’re cool: “Rebel’s ‘Sport Is Calling’ social media
After all, why should anyone need to compromise their campaign featuring athletes and everyday Aussies performing
style when minor adjustments can be made to garments, athletic feats in their backyards was one of the coolest things I
with the simple addition of clever one-handed zippers and saw during lockdown - it was the perfect balance of inspiring and
magnetic closures? According to stats, last year saw an 80 entertaining when we were all being urged to ‘play at home’.”
per cent increase in the searches for adaptive fashion. – Rosanna Iacono, The Growth Activists
“My opinion is that over the next few years, we’re going
to see a real focus on providing fashion for people of all
abilities,” explains Skerritt.
“One in five in Australia have some form of disability and
if you think about it, that’s a lot of people. There needs to be
a focus on fashion for all and I think we’re at a starting point
that it will be a focus moving forward, which is positive.”
Why they’re cool: “Pushing the fashion industry to be
more inclusive and be more accepting of people with
disabilities, Every Human is helping remove compromise
and empowering people to take control of their narrative.
Inspired.” – Danny Lattouf, parner, The General Store
34 | www.insideretail.com.au November 2020COOLEST RETAILERS
THE VERY ESSENTiAL
RETAiLER
WHO GiVES A CRAP
Category: Household supplies
The cool factor: In the year of #toiletpapergate, this social
enterprise donated a cool $5.85 million dollars to water and
sanitation projects thanks to bumper sales of its ethically
made loo roll.
I
f 2020 ccould be summed up in one product, besides
PPE, toilet paper would be a hot contender. It was the
most coveted supermarket item when stockpiling was at
its peak during March and April, putting manufacturers under
intense pressure.
Direct-to-consumer toilet paper company, Who Gives a Crap,
witnessed a 1100 per cent increase in daily sales in mid March
and quickly sold out. Globally.
“We moved our website to ‘sold out’ and turned on an email
The design
sign-up so that people could be notified when we were back
in stock. We thought we would get a few thousand sign ups,
but got a bit of a shock when more than half a million people
signed up,” co-founder Simon Griffiths says.
sophisticate
The team repacked rolls from 48-roll boxes into 24-roll boxes
in order to ship twice as many orders, took on 25 freelancers
in less than a week to help with triple the number of customer
enquiries – and when they began to replenish stock, slowly
started informing customers of when they could re-purchase.
Who Gives a Crap donates 50 per cent of its profits to
partners in developing countries to fund water, sanitation
COCO REPUBLiC and hygiene projects, like building toilets, advancing
Category: Furniture disability inclusion, and providing soap and handwashing
The cool factor: Coco Republic’s California cool style isn’t stations. Thanks to the craziness of 2020, the company’s most
going out of fashion recent donation was $5.85 million, up more than 700 per cent
on last year.
I
n a year that consumers spent more time at home than we “It’s been amazing to see our donations grow,” Griffiths
could ever have dreamed, many sought to reimagine their says. “Our whole team is incredibly proud of the impact these
sanctuary, taking on DIY or home redesign projects. At donations are having, especially at a time where sanitation and
just the right time, Coco Republic launched one of its largest hygiene are so important.”
outdoor collections to date.
“Australian and New Zealand homes are being designed to Why they’re cool: “A sensational purpose-led company whose
take into account the way we live in our outdoor spaces. This popularity surged during the toilet paper-wars mid-pandemic,
year especially, we have become more accustomed to living, but that has really cemented its reputation by putting their
dining and seeking comfort from within our homes,” says money where their mouth is. There is no doubt that Who Gives
co-owner and designer Anthony Spon-Smith. A Crap is a true hero brand in 2020 that many FMCG brands can
“Indoor-outdoor living has been incredibly prevalent in learn from.” - Rosanna Iacono, The Growth Activists
recent years and whilst it’s not a new phenomenon, it is only
going to grow from here.”
Coco Republic’s outdoor showrooms at Castle Hill and
Moore Park ooze cool, with glamorous display pieces that
depict the natural beauty of the Californian coast in a perfectly
relaxed setting.
Last financial year, the retailer’s outdoor sales were up
over 300 per cent on forecast and it has been the strongest
performing category by year on year growth.
Why they’re cool: ”Furniture retailing done right in Australia.
Coco Republic continues to go from strength to strength in
delivering exceptional experiences to go with world class
products and services. Their new showrooms across the
country transport you to another world – a pretty cool one at
that.” – Danny Lattouf, The General Store
November 2020 www.insideretail.com.au | 35COOLEST RETAILERS
THE SMALL
BUT MiGHTY
FiGHTER
CLOTHiNG THE GAP
Category: Fashion
The cool factor: A kick-ass brand that
celebrates Aboriginal people and culture and
seeks to unify all Australians.
I
n a year that the Black Lives Matter and motivate people for social Torres Strait Islander people.
movement amplified voices of change”. The business’ impact on the According to Catullo, it’s important
marginalised communities all local community was particularly to cut through social media to
around the world, the work of local clear in August when various AFL encourage followers to make an active
social enterprise Clothing The Gap teams were seen proudly wearing change in the real world.
cannot be ignored. their ‘Free the flag’ tees on the field “We shared resources in response
What started out as an effort in August. to the Black Lives Matter movement
to encourage Aboriginal people to Meanwhile, the ‘Always was, and discussed the difference between
participate in health and wellbeing always will be’ statement tee by genuine and performative allyship. We
programs, grew to become its own Carla Scotto is the most popular tee encourage our followers to actively
fashion label, created to make social in the collection. support and act, not to just support
change and unify the non-Indigenous “We pride ourselves on creating when it’s ‘trending’ on social media,”
and First Nations community. products that represent Aboriginal she says.
“We knew that if we could sell people and their views. For us, it’s so Thanks to the company’s growth,
enough clothing [as a business], we important that we don’t ‘sell out’ to Clothing The Gap has expanded into a
could self-determine health and just sell tees to more people,” retail space in Brunswick, Melbourne
education programs for Aboriginal co-founder and Gunditjmara woman which also holds a distribution centre
Communities without relying on Laura Thompson says. for online retail.
government funding,” says Sianna Since the pandemic hit, Clothing
Catullo, Narungga woman and chief The Gap has focused on growing the Why they’re cool: ”Progressive,
creative officer at Clothing The Gap. brand by connecting with people powerful and bringing (fashion)
The Aboriginal-owned business on social media and educating them culture closer to connectedness with
creates clothing with the community about a wide range of issues from influence and change on a topic of
in mind, and remains true to its brand cultural appropriation to how to significance and utmost importance.” –
values to “advocate, educate, elevate respectfully refer to Aboriginal and Danny Lattouf, The General Store
36 | www.insideretail.com.au November 2020COOLEST RETAILERS
THE DOCTOR
OF DENiM
NOBODY DENiM
Category: Fashion and PPE
The cool factor: A denim business that pivoted mid-
pandemic to make certified medical scrubs, and flourished.
A
t the peak of the Covid-19 pandemic, personal
protective equipment was in painfully short supply.
It wasn’t only customers who were having trouble
finding somewhere that still had items in stock; hospital staff
were struggling to get their hands on PPE certified by the THE
REVOLUTiONARY
Australian Register of Therapeutic Goods (ARTG).
And while many businesses wanted to help, they held off
manufacturing masks until the ARTG gave the green light.
Nobody Denim, however, decided early on to do PPE trial
runs to ensure their goods would satisfy the ARTG and would
be ready when the overwhelming demand from the medical UPPAREL
workers came through. Category: Fashion
“We started being proactive. We worked on figuring out The cool factor: A sustainable sock brand that is fronting up
what specifications were required, and started talking to textile recycling for other brands and consumers alike.
hospitals to understand what the standard is,” says Nobody
Y
Denim co-founder John Condilis. ou wouldn’t normally expect a husband-and-wife
“Because it’s a virus, it’s not bacteria, you need to treat it banker and photographer to build a brand that leads
differently. The material needs to be different. It’s not just about the fashion industry in terms of its commitment to
getting some T-shirt material and wrapping it around your face. textile recycling, but here we are.
It’s a constant research and development process.” Upparel, an Australian-born sock and underwear business
And, as retail conditions worsened, particularly in the fashion that previously traded as Manrags, launched the world’s first
space, Nobody Denim has made a bold pivot. It repurposed sock recycling program, Start with Socks, in late 2019 and has,
its sewing facility in Melbourne to focus on creating these so far, recycled more than one million items. These textiles
scrubs and masks for frontline workers, an effort that was become new yarn, insulation, underlay or other products,
quickly noted and encouraged, with the Morrison government rather than landfill.
granting the business $400,000 to invest in its sewing “[We give] consumers the opportunity to pack a box of old
capabilities to ensure the supply keeps up with demand. unwanted textiles, place it out the front of their house, and
“With every challenge comes opportunity, and adapt we one of our courier partners will bring it to us in Victoria for
have,” the business’ website reads. “We’ve been given an sorting and to be repurposed, recycled or reused,” says Upparel
opportunity to re-evaluate who we are, what we stand for and co-founder Michael Elias.
why we operate the way we do.” “[And] we’re committed to the cause. We put our hand up
And to give more power back to the consumer, the business and said we’ll take responsibility for the entire lifecycle of our
is now the first globally to offer FibreTrace – giving shoppers products. And why would we stop at our products? Why not
the ability to track the entire journey of their jeans, from the do it for everyone’s products?”
seed through to their wardrobe. As a result, Upparel has been inundated with requests
For Condilis, this isn’t just a short-term play to keep the for partnerships with other brands that want to recycle
business running until the fashion industry picks back up their goods and offcuts or want access to a steady stream
– in fact, it could be the beginning of a new era, and a new of recycled goods to launch lines of sustainable clothing, as
customer, for Nobody Denim. well as charity partners that get priority access to fit-to-wear
clothing to give to people in need.
Why they’re cool: “Nobody Denim combines cool girl vibe And the program seems to have been a massive hit for the
with serious sustainability credentials, including locally made business, which will hit revenue of close to a million dollars this
product and Ethical Clothing Australia certification.” year and launched an equity crowdfunding campaign this year
– Rosanna Iacono, The Growth Activists to invest in scaling the recycling program and bringing more
of the process onshore — and raised $400,000 in 24 hours.
“There’s no reason why we can’t sort more in Australia. We’ve
gone out and said we want to raise capital to become the
authority in textile recycling in this country,” Elias says.
“We don’t have all the answers, we’re learning along the way
and trying to find solutions.”
Why they’re cool: “Upparel is a brand that solves problems.
Need to clear out your wardrobe? Check. Need to restock your
sock drawer? Check. Need to divert tonnes of textiles from
landfill? Check. These guys are a force for good in Australian
retail.” – Matt Newell, The General Store
November 2020 www.insideretail.com.au | 37IRI
Helping you
move at the speed
of the market.
That’s growth
delivered.
Speak with our sales team
to find out more.
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