in australia - inside retail...2020/11/20 · in australia november 2020 | 21 a t a blazing pace...

A celebration of those Australian retailers that have weathered the unpredictability of 2020 and

come out stronger – and better – than ever.

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in Australia

| 21November 2020 www.insideretail.com.au

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 re!ect 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 companies went silent; they continue to rede"ne and defend their value propositions when others panicked and drop prices. They have done this while creating a truly unique and engaging experience for their customers.

Retail excellence during the Australian bush"re 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 !exibility/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

FOREWORD

COOLEST RETAILERS

www.insideretail.com.au November 2020 22 |

Brands have had to step up and take bold action.

COOLEST RETAILERS

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 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 de"nition of ‘cool’ was something fun, fresh, unexpected and new – we were mostly looking at innovative products, awesome in-store experiences, excellent customer service and cult brands with that inexplicable ‘wow’ factor.

But in the year of devastating bush"res, !oods, Black Lives Matter events and coronavirus, priorities and values have shifted. In this year’s list, most of these retailers have also been chosen for their sustainability and community e#orts, as well as how they responded to these horri"c events and listened to their customers.

Where some tone-deaf retailers continued to push irrelevant products during the peak of the pandemic or simply posted black social media tiles to show their performative solidarity with the Black community, others had genuine empathy and re-considered how their businesses operate. In the face of so many di$cult challenges this year, it is truly an inspiration to see how these retailers have thrown caution to the wind, changed tack and experimented in order to meet customers where they are right now.

From small to large retailers, 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 own. Enjoy.

IT’S COOL to be kind

ONES TO WATCHABCHCulture KingsRationaleZeroco

AUSTRALiA’S 20 COOLEST RETAiLERS

Adore BeautyBassikeBurger UrgeBBQ GaloreClothing the GapCoco RepublicCountry RoadEveryhumanFour PillarsGlam CornerGood Day GirlHype DCThe IconicLe SpecsModibodiNobody DenimOutland DenimRebel UpparelWho Gives a Crap

It is truly an inspiration to see how these retailers have thrown caution to the wind.

JO-ANNE HUi-MiLLERInside Retail, Managing editor – Premium & features



COOLEST RETAILERS

W ith its focus on sustainability and local manufacturing, as well as luxurious

transeasonal basics, you could say that Bassike was already well set up to weather coronavirus and o#er exactly what fashionistas are looking for in 2020.

“Our existing focus on the digital space allowed us to pivot our retail energy to e-commerce. Our local supply chain positioned us well to cope with the disruption, giving us the !exibility to make ongoing adjustments and to respond quickly to product demands,” says Bassike CEO Billy Voss.

“The learnings gained through this experience have made us a more focused and e$cient business. This is visible in our conscious approach to design through to manufacturing, marketing and customer experience.”

As a result of the pandemic, even Bassike is considering how it can operate in a more sustainable way in the future. Instead of overwhelming the consumer

with an abundance of choice, the brand will design more concise ranges in the future, where each piece is designed to work with others in both previous and forthcoming collections. Versatility and longevity are both key.

Being Australian-made is part of Bassike’s DNA, despite the high costs and other challenges of local manufacturing, says Voss, who is particularly concerned about the loss of local skills as the workforce ages and industry continues to move o#shore.

“We have a very close working relationship with our makers to manage the work!ow and output required not only for our current collections, but also to cover our projected growth,” he says.

“Producing locally does come at a signi"cantly higher cost to producing o#shore, but this is something we have been committed to since the brand launched in 2006, and it is important to us that our workers are being treated well and paid fair wages – our customers

think so too.”Meanwhile, Bassike has just closed its

original !agship store and opened the doors to a new, larger space in the same beach suburb of Avalon in Sydney.

“While our online !agship store continues to grow and develop, we still see strong results from our stand-alone retail boutiques and believe a bricks and mortar presence is an important part of telling the bassike brand story,” Voss says.

“We love being able to connect with the community in each of our store locations and most importantly it is where our customer can touch and feel the quality of our designs.”

Why they’re cool: “Bassike is arguably Australia’s hottest designer brand right now. Already a cult luxury basics brand pre-pandemic, their utilitarian luxury look taps perfectly into the current global zeitgeist for casualised style.” – Rosanna Iacono, The Growth Activists

BASSIKECategory: Designer fashionThe cool factor: The cult brand that made sustainable basics and transeasonal fashion cool way before coronavirus.


The local LUXURY CHAMPiON


COOLEST RETAILERS

LE SPECSCategory: EyewearThe cool factor: Makes ultra-stylish sunglasses that are beloved by celebrities (hello, Rihanna) and everyday Aussies alike.

N ot many Australian brands can count mega-celebrities Rihanna, Beyoncé, Lady Gaga, Gigi Hadid and Justin Bieber as their fans, but Le Specs can. In 2016, the

brand’s collaboration with womenswear designer Adam Selman on a pair of cat-eye sunglasses called The Last Lolita went viral – and Le Specs has been showing up on famous faces ever since.

It’s the kind of success most retailers can only dream about, and it nearly didn’t happen, according to Le Specs’ creative director Hamish Tame.

“It took a year for people to like it. We launched it and got some good press and a couple of cool celebrities, and we almost put it to bed. It was just that gut instinct that made us say, ‘We still like this style, and we love Adam. Although it doesn’t make "nancial sense at the moment, we think that we should do a second round of it’,” Tame recalls.

It was only after the second run that Hadid posted a sel"e of herself wearing the frames on Instagram, and the rest is history.

“It’s that thing about doing something di#erent, doing what you believe in and backing yourself,” Tame says.

The brand continues to do things di#erently with its recent launch of Le Sustain, a completely sustainable collection of sunglasses made out of a grass-based material that took over "ve 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 o#ering, but also to share its "ndings 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

The A-list accessory

FOUR PiLLARSCategory: Food and beverageThe cool factor: A bar, gin lab and masterclass venue where award-winning gins meet cosy but cool industrial style.

A pandemic couldn’t stop much-loved gin brand Four 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.

“When we thought about what we wanted to bring to Sydney, we were determined to take that same passion for making, creativity and experimentation and focus it on the delicious drinks you can make with our gins. And we wanted to serve it all up with our signature love of warm hospitality and beautiful design,” explains co-founder Matt Jones.

“The result is the Four Pillars Laboratory in Surry Hills, a delicious playground for Sydney’s gin lovers and a new bucket list destination for gin fanatics around the world.”

Set in the historic 1930s Bussell Bros building, the Four Pillars Laboratory has an industrial vibe, featuring the 11-metre ‘juniper blue’ concrete Eileen’s Bar, named after Jones’ mother. The laboratory even features a copper still, also named Eileen. In fact, since launch, the co-founders have lovingly named their stills after their mums (there’s also Wilma, Jude and Beth).

“It’s a lot more than just popping in and buying a bottle of gin,” says Gregor. “Coming out of the [pandemic] craziness right now, we understand what hospitality really means and what we miss about it – coming together at appropriate distances and the fun of getting together and enjoying others’ company.”

Why they’re cool: ”Combine top quality gin, a passion for design and the launch of a Gin Laboratory in Sydney, and you have a cocktail of cool Australian retail.” – Matt Newell, The General Store

The party animalCOOLEST RETAILERS


Things have changed a lot since Modibodi founder Kristy Chong developed her "rst pair of period-proof underwear out of frustration with the lack of innovation in the menstrual product category.

In the last few years, the business has developed into swimwear, men’s underwear and teen products; garnered investment from Quadrant; donated undies to 50,000 women around the world and even ru%ed a few feathers at Facebook, thanks to its (literally) bloody down-to-earth marketing campaign. Now, the homegrown business is on a path of expansion into Asia and exploring new products in the sustainable and reusable space.

“[The category] has come a long way and I’m so proud that we’ve been a part of the movement. There are a lot more brands and mainstream brands that are

MODiBODiCategory: Feminine hygieneThe cool factor: This brand is smashing stereotypes and taboos around menstruation and incontinence, one pair of undies at a time.

trying to jump on the trend and you’ve got other types of versions of menstrual cups coming out, too,” says Chong.

“In the femtech and femcare space, there are a lot more apps and products that are being invested in. There’s always been low investment, but investors are catching on that it’s a huge area and women’s health is really important.”

Traditionally, menstrual products have been marketed in the same way to all females, regardless of their life stage. Modibodi Red was speci"cally launched to talk to young girls about how to navigate menstruation and puberty in an educational yet down-to-earth manner.

A monthly podcast and blog aimed at tweens features interviews with health professionals as well as other girls sharing their experiences with others. And last month, Modibodi launched a period kit for tweens, including an informative booklet, a waterproof bag, several pairs of undies as well as fun products like a lip balm, a$rmation cards and a headband.

“We are trying to open up the conversation so that parents can have those conversations with their children,”

explains Chong.“If brands like us can continually

champion open, honest messaging, whether that’s showing blood or talking about periods, hopefully that fear will go away, we’re a big believer in that.”

At the moment, Modibodi has partnered with Plan International to test its products in rural areas of the Philippines, where women have low access to running water, so the business can understand its true impact on women’s lives and scale up its ‘Give a pair program’ in 2021.

“We see ourselves as a social enterprise where we can provide these garments to women who can’t a#ord them. Not only are we a pro"table business, but we have a sustainable impact and we can end period poverty and be part of the solution,” says Chong.

Why they’re cool: “Modibodi really excels in terms of environmental impact through their product, as well as through diverse representation of women across all their brand touchpoints. Their social commitment is inspiring.” – Rosanna Iacono, The Growth Activists

COOLEST RETAILERS

THE BLOODY boundary pusher


BARBEQUES GALORECategory: BBQ and outdoor furnitureThe 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 o$cer Mike Ainsworth, it was an important time to invest in marketing.

“Why wouldn’t you invest in times like this? I’d never advise recklessness, but if you have funds to invest, you absolutely should. It’s not the "rst recessional slowing of an economy. There are countless case studies that say spending during them makes a huge di#erence throughout, especially at the other end. A lot of people are pulling out, so you just need to invest the same amount of money and you’re doubling your share of voice,” Ainsworth says.

The retailer also trialled the sale of meat products in stores as part of a collaboration with JBS Australia, and is now selling a BBQ Box as part of its online o#er, to better serve its customer base during the resurgence of at-home dining.

“While there are many great meal kit and food delivery services out in the market, we feel that a solution speci"cally for those of us who love to BBQ has been missing.”

BBQ in a Box allows customers to order tailored boxes online and have them delivered straight to their door. The boxes have been created in partnership with Our Cow, a family owned meat delivery company.

Barbeques Galore has developed a new e-commerce site to support the program, and is leaning on Our Cow’s strong end-to-end ful"lment process to get products to customers.

“It’s early days but we are really excited about the opportunity this represents.”

Why they’re cool: “The stars really aligned for this business in 2020. They’ve really moved towards owning what is essentially an iconic Australian activity through the ‘edutainment’ element built into their new store concept and some fun new ads.” – Rosanna Iacono, The Growth Activists

COOLEST RETAILERS

The risk taker

BURGER URGECategory: Quick-service restaurantThe cool factor: A socially aware burger restaurant focused on providing fun, localised customer experiences.

F ancy a martini at your local burger joint-turned-cocktail bar, inspired by the prohibition era? Or perhaps a side of fries at a deep-sea diving themed space in Darwin?

In a market saturated with burger joints, Burger Urge di#erentiates itself by combining casual dining with unique in-store experiences. Plans are currently underway to also open a Blues Brothers-themed location in Tamworth.

“We’re not here to compete with Hungry Jacks and Maccas, but we’re looking for our point of di#erence, where people want to enjoy the space,” says CEO Shawn Kerr. “We’re looking at the "ve senses and thinking about how to engage them and create something that’s di#erent and appealing.”

Founded by brothers Sean and Colby Carthew in 2007, Burger Urge now operates 29 restaurants across Queensland, New South Wales, Victoria and the Northern Territory, but fast expansion is not part of the plan.

Kerr says the business is agile enough to respond to trends and the focus is on growing a solid local presence before tackling the overseas market.

“We don’t want to open 40-50 units and then it becomes a stagnant brand. We need to get our platform and processes right in Australia. Without the core foundation, I’m not prepared to let it go overseas. It’s critical.”

And that’s not all. Burger Urge is the "rst 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 e#ort by converting all restaurants to solar power and o#ering 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

THE WOKE BURGER BRAND


‘L eave the logo in a better place’ has long been the uno$cial philosophy at Country Road,

but after the devastating drought and bush"res of the past few years, the brand started to ask itself whether it could be doing more. In 2019, the leadership team got together to think about what the brand really stood for.

“We realised pretty quickly that what people wanted and what we felt aligned to was supporting the local communities,” Elle Roseby, Country Road’s managing director, says.

Instead of sponsoring the Australian Open, as Country Road had done in the past, the leadership team decided to lend its support to the Darwin Aboriginal Art Fair Foundation (DAAF) this year. Country Road was also a judge and presenter at DAAF’s inaugural National Indigenous Fashion Awards in

August, and is providing a 12-month mentorship to the winner, Julie Shaw.

At the same time, the retailer started sourcing more merino wool and cotton from Australian farmers, and shot its spring campaign in a Blue Mountains community that was impacted by the bushfires. And recently, it announced a three-year partnership with Landcare Australia to fund biodiversity restoration projects to benefit local farmlands.

These are important issues, and Country Road is taking them seriously. Last year, before partnering with DAAF, the retailer engaged Cox Inall Ridgeway, an Indigenous consultancy, to provide cultural awareness training to ensure the company’s efforts were not tokenistic.

“These communities have strong foundations,” Roseby says. “It’s about understanding what the

partnership means and really doing it justice. And understanding the ethical considerations and cultural appropriateness as well.”

Country Road has been praised for its thoughtful approach. Roseby recalls receiving an email from a First Nations team member after the retailer’s first campaign featuring Aboriginal model Billie-Jean Hamlet launched.

“It was a very proud moment to hear that a team member felt they were being represented,” she says. “I think that’s where diversity is so important – that people see themselves and feel connected to something.”

Why they’re cool: “Embracing Australia and all of its beauty has seen Country Road bring a wonderful array of diversity to its communications and presentation.” – Danny Lattouf, The General Store

COUNTRY ROADCategory: FashionThe cool factor: Rede!ning what it means to be a heritage brand by championing Indigenous designers and models.

COOLEST RETAILERS


THE NEW Australiana


I t’s been a year of experimentation for made-to-order clothing company Good Day Girl with the retailer

launching two new o#ers, a Styling Service and a Lucky Dip.

“[The Styling Service] is all about unlocking the value you already have in your wardrobe. We visit clients’ homes, edit their wardrobes and put looks together – taking photos and uploading them to either Pinterest or Dropbox,” co-founder Sophie Pollitt explains.

Styles can be remodelled or resized as desired, and unwanted clothes are donated to Dress for Success.

The Lucky Dip features a vintage section, an experiment in upcycling

COOLEST RETAILERS

We had more new clients visit us this season, more than before.


using ends of rolls and remnant fabrics, and a response to the increasing need for face masks.

A highlight for Good Day Girl this year was designing and collaborating with the Australian Chamber Orchestra (ACO).

“They wanted to work with a local fashion business that could collaborate with the players on what their stage wardrobe would look like. The pieces are all going to be tailored to each individual player and it will launch for their 2021 season.”

Good Day Girl spent a lot of time this year looking inwards to reflect on what’s important to the brand.

“At the core of this is our belief in slowing down the fashion train and creating a business that offers an alternative way for consumers to shop with their values and build a good wardrobe,” she says.

Pollitt has noticed an increased interest in ‘conscious shopping’ this year

and their client list has grown. “There was a big feeling of

wanting to support local industry and manufacturing [this year]. And as far as what they were wanting to buy, they are looking for pieces to wear for many seasons – thinking about versatility on how to wear the piece but also being able to wear pieces for different occasions, within our more relaxed state of play…aka not many events,” she says.

“We had more new clients visit us this season, than before. And they all came by researching slow fashion, sustainable fashion – so we are definitely feeling a strong move towards it.”

Why they’re cool: “Good Day Girl is a B Corp with slow fashion at its heart. Made-to-order collections with zero waste, and all Australian-made – it’s a combination that’s hard to believe.” – Danny Lattouf, The General Store

THE OLD-SCHOOL TAiLOR with a twistGOOD DAY GiRLCategory: FashionThe cool factor: A modern retailer bringing back made-to-order for the discerning customer.

COOLEST RETAILERS

HYPE DCCategory: FootwearThe cool factor: There’s no room for exclusivity at Hype DC (except when it comes to its kicks); this brand is all about inclusion.

I s there anything cooler than a fresh pair of kicks? Whether edging up a !oral frock, or taking a suit from

corporate to chill, they inject just the right amount of DGAF attitude into an out"t. So it’s no wonder people have become a bit obsessed with sneakers – to the point where they have their own name (sneakerheads) and culture.

But Hype DC wants to make this culture welcoming to everyone, not just those with a StockX account. One example of this is its recent Hype Girls campaign celebrating nine Australian women from all walks of life who embody the brand and its spirit of inclusivity and have a genuine love of sneakers.

“The culture behind sneakers is scary to some, but sneakers should be about everyone and for everyone,” Tia Paterson, Hype DC’s head of marketing, tells Inside Retail. “We wanted to break that stigma down and be more approachable and welcoming, so everyone feels like they can walk in.”

Everything from the styling of the campaign (funky plaids and playful jumpsuits), to the colour palette (pastel), to the talent (including comedian Lucinda Price, aka Froomes, and modest fashion influencer Nawal Sari), was purposefully chosen to break down stereotypes about sneaker culture.

Hype DC plans to release smaller pieces of content celebrating its female

community throughout the year and hopes to make the Hype Girl campaign an annual event.

At the same time, the brand continues to evolve to meet the needs of its digital-native customers. During Covid-19, it launched Hype at Home, a virtual

sales tool that allows online shoppers to talk directly to Hype DC team members in-store, and it’s about to switch on four-hour and weekend delivery in metropolitan areas.

Why they’re cool: ”Shopping at Hype actually makes you cooler. Fact. Hype’s cool factor starts with its product assortment

and emanates out to the team, the stores and online experience.” – Matt Newell, The General Store

COOLEST RETAILERS

THE iNCLUSiVE sneaker store


The culture behind sneakers is scary to some, but sneakers should be about everyone and for everyone.

COOLEST RETAILERS

ADORE BEAUTYCategory: BeautyThe cool factor: How many retailers have a top-rated podcast tackling topics like acne and thigh cha!ng?

A dore Beauty might not be the "rst multimillion-dollar company that started in a

garage, but it’s probably the "rst one with a top-rated podcast that has tackled topics like acne, thigh cha"ng and laser hair removal.

The online retailer, which just listed on the ASX in a $269.5 million IPO, is as beloved for its huge selection of cult-favourite beauty products (it stocks over 11,000 items from over 230 brands) and fast shipping, as it is for its ‘no BS’

content. Besides the podcast, the retailer also has a YouTube channel with more than 11,000 subscribers and a popular blog where editors review products and share makeup tutorials.

But it’s the seamless integration between the content it produces and the products it sells that really sets Adore Beauty apart as a modern retailer that’s all about its customers.

“There are plenty of e-commerce businesses that have a blog, but it’s shoved over to the side. It’s this awkward !ipping back and forth, and that’s not how people shop. It needs to be mixed in together,” says founder Kate Morris.

Speaking of breaking down barriers, Adore Beauty recently ventured into the sexual health and wellbeing category and proved that consumers’ concept of

beauty is more expansive than many companies give them credit for. And the retailer isn’t just focused on empowering women in the bedroom.

Adore Beauty also o#ers an annual scholarship and paid internship to young women studying STEM and provides equal amounts of paid parental leave to its female and male employees. These are just two examples of its longstanding e#orts to achieve gender equality in the workplace.

Why they’re cool: ”Adore Beauty is mostly cool due to just how connected they are to their very loyal customers. From service to product to engagement and rewards, there’s nothing not to adore.” – Danny Lattouf, The General Store

THE lipstick EFFECT

From service to product to engagement and rewards, there’s nothing not to adore.


COOLEST RETAILERS

R aising the bar for online shopping is not the only thing The Iconic is passionate about.

It also aims to have a positive impact on people and the planet, and its response to the devastating bush"res last summer was a clear example of this.

Besides taking part in the industry-wide ‘All In’ campaign to support the bushfire relief in January, it also opened up its warehouse and headquarters in Sydney as donation drop-off points, with the goal of providing long-term support to those in need. The retailer worked with charity partner Thread Together to help clothe vulnerable communities and employees were encouraged to volunteer their time to pick and pack

If you wait to be perfect, things will never get o" the ground and start improving.

orders in the warehouse.The initiative followed The Iconic’s

launch of the Considered Edit last year, which lets customers filter brands and products according to their own values, like animal friendly, eco-production, or sustainable materials. And the ode to diversity and inclusion that was its 2019 Summer Show, featuring international Muslim supermodel Halima Aden as the headliner.

The Iconic has also published a progress report on its impact so far and its goals for the future, including making 90 per cent of private label units from more sustainable materials by 2025, switching 100 per cent of consumer-facing packaging to recycled material, diverting 50,000kgs of textile from landfill via a takeback scheme, working with brands to extend their sizes and creating an incubator program to work with new designers from disadvantaged backgrounds.

Some of these goals the retailer

has already achieved. It started using recycled satchels to ship orders in May, and in January it launched pre-paid postage labels on its website, so customers can easily send pre-loved clothes to the closest Salvos store. Others will take longer.

“One of the primary drivers...was to hold ourselves accountable and encourage others in the industry to do the same,” says The Iconic’s CEO Erica Berchtold about the progress report.

“If you wait to be perfect, things will never get off the ground and start improving. Our ‘progress over perfection’ mantra, empowers us to be ourselves, put our stake in the ground and head towards it.”

Why they’re cool: “With bold statements on body diversity, sustainable fashion, tech and delivery, The Iconic is like the George Clooney of e-commerce. It just keeps getting cooler with age.” – Matt Newell, The General Store

The homegrown heroTHE iCONiCCategory: FashionThe cool factor: When Australia was devastated by bush!res, it turned its warehouse and o#ce into donation drop-o" points.


GLAM CORNERCategory: Rental fashionThe cool factor: Rental is part of the zeitgeist now and this retailer is grabbing the opportunity with both hands.

W hen the pandemic hit and events were cancelled, many would assume that for rental fashion retailer 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.

“It’s a milestone for the company, but it’s a milestone for a B Corp to raise that investment. I feel like it’s really great for the industry and those entrepreneurs who are thinking of building a sustainable business and doing something di#erent. It’s really good that we can inspire them to just do it,” says co-founder Audrey Khaing-Jones.

And while there may have been fewer party dresses on their way out, Glam Corner customers were on the search for more activewear and athleisure. Between March and May, Glam Corner also experienced a 200 per cent increase in the ratio of above-the-waist clothing and the merchandising team were struggling to keep up with demand. Interestingly, it also saw a rising interest in maternity wear as well as subscription box sign-ups.

“During this time, a lot of people are taking stock of their consumption habits. It’s been a real reset in how they think about their wardrobes, diet and travel and they’re thinking about how in the future, maybe they can make a more positive impact,” observes co-founder Dean Jones. “It’s great, rental’s really having its time in the sun.”

Why they’re cool: “It’s so exciting to see a business like Glam Corner that can package being sustainable up with being stylish and pro"table all at the same time, I can’t wait to see what’s to come.” – Jo-Anne Hui-Miller, Inside Retail

OUTLAND DENiMCategory: FashionThe cool factor: A sustainable fashion brand that empowers survivors of forced labour and slavery.

I n a year when many large retailers released their "rst attempts at a sustainability report, it’s well worth remembering the ones that have forged the path. In

many ways, Outland Denim is still well ahead of the pack. This year, the business won the Stop Slavery Enterprise

Award for its work in eradicating forced labour along the retail manufacturing chain, through gainful employment and education.

And, after nine years of growing organically the business opened itself up to outside investment for the first time, utilising an equity crowdfunding campaign to raise $1.3 million towards future growth.

The best part? These investors can now directly contribute and benefit from that growth, according to founder James Bartle.

“I love the idea through and through — that those people who have backed us, supported us, and taken a risk on our brand will now be able to get dividends in the future and have a direct impact on our mission,” Bartle says.

“They are holding up the values of the company and 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

COOLEST RETAILERS

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The sustainablefashionista



EVERYHUMANCategory: Adaptive fashionThe cool factor: This adaptive fashion retailer is shining a light on a customer base who have been ignored for far too long by the industry.

I t’s been a whirlwind 12 months for Everyhuman founder Matt Skerritt since the adaptive fashion retailer began o#ering people of all abilities stylish and functional

pieces for their wardrobe.Since then, Everyhuman has become the exclusive

Australian partner with Tommy Hil"ger’s adaptive range, signed up Paralympians Jessie Ongles and Robert Lambert as brand ambassadors and even took part in Melbourne Fashion Week recently.

After all, why should anyone need to compromise their style when minor adjustments can be made to garments, with the simple addition of clever one-handed zippers and magnetic closures? According to stats, last year saw an 80 per cent increase in the searches for adaptive fashion.

“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 "ve 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

REBELCategory: Sports and outdoorThe 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. Tra$c may have been down, but conversion rates were at an all-time high, as well as the average transaction value.

“We saw signi"cant 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.

“What we’ve gotten wrong [in the past] is how she shops. Now we’re bringing in the right "xtures, "ttings 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 and come into the store.”

Rebel’s second RCX store recently opened in Parramatta with great fanfare, with more stores to come in the future. In the meantime, Williams is also eyeing other growth categories for the business, including nutrition, footwear and apparel.

“We have realised that health and wellbeing is a critical component for ourselves as humans. Everyone talked about toilet paper at Woolies, but we had the same impact with weights – people were buying weights like you would not believe,” he says. “This has gone from weights to stretching pieces, then to the smart watches, then to people doing their own studios and buying equipment. We see it as a growth corridor.”

Why they’re cool: “Rebel’s ‘Sport Is Calling’ social media campaign featuring athletes and everyday Aussies performing athletic feats in their backyards was one of the coolest things I saw during lockdown - it was the perfect balance of inspiring and entertaining when we were all being urged to ‘play at home’.” – Rosanna Iacono, The Growth Activists

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COCO REPUBLiCCategory: FurnitureThe cool factor: Coco Republic’s California cool style isn’t going out of fashion

I n a year that consumers spent more time at home than we could ever have dreamed, many sought to reimagine their sanctuary, taking on DIY or home redesign projects. At

just the right time, Coco Republic launched one of its largest outdoor collections to date.

“Australian and New Zealand homes are being designed to take into account the way we live in our outdoor spaces. This year especially, we have become more accustomed to living, dining and seeking comfort from within our homes,” says co-owner and designer Anthony Spon-Smith.

“Indoor-outdoor living has been incredibly prevalent in 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 "nancial 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

WHO GiVES A CRAPCategory: Household suppliesThe 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 sign-up so that people could be noti"ed 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 Gri$ths says.

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 pro"ts to partners in developing countries to fund water, sanitation and hygiene projects, like building toilets, advancing disability inclusion, and providing soap and handwashing stations. Thanks to the craziness of 2020, the company’s most recent donation was $5.85 million, up more than 700 per cent on last year.

“It’s been amazing to see our donations grow,” Gri$ths says. “Our whole team is incredibly proud of the impact these donations are having, especially at a time where sanitation and hygiene are so important.”

Why they’re cool: “A sensational purpose-led company whose popularity surged during the toilet paper-wars mid-pandemic, but that has really cemented its reputation by putting their money where their mouth is. There is no doubt that Who Gives A Crap is a true hero brand in 2020 that many FMCG brands can learn from.” - Rosanna Iacono, The Growth Activists

The designsophisticate

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www.insideretail.com.au November 2020 36 | www.insideretail.com.au November 2020 36 |

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THE SMALL BUT MiGHTY FiGHTER

I n a year that the Black Lives Matter movement ampli"ed voices of marginalised communities all

around the world, the work of local social enterprise Clothing The Gap cannot be ignored.

What started out as an e#ort to encourage Aboriginal people to participate in health and wellbeing programs, grew to become its own fashion label, created to make social change and unify the non-Indigenous and First Nations community.

“We knew that if we could sell enough clothing [as a business], we could self-determine health and education programs for Aboriginal Communities without relying on government funding,” says Sianna Catullo, Narungga woman and chief creative o$cer at Clothing The Gap.

The Aboriginal-owned business creates clothing with the community in mind, and remains true to its brand values to “advocate, educate, elevate

and motivate people for social change”. The business’ impact on the local community was particularly clear in August when various AFL teams were seen proudly wearing their ‘Free the !ag’ tees on the "eld in August.

Meanwhile, the ‘Always was, always will be’ statement tee by Carla Scotto is the most popular tee in the collection.

“We pride ourselves on creating products that represent Aboriginal people and their views. For us, it’s so important that we don’t ‘sell out’ to just sell tees to more people,” co-founder and Gunditjmara woman Laura Thompson says.

Since the pandemic hit, Clothing The Gap has focused on growing the brand by connecting with people on social media and educating them about a wide range of issues from cultural appropriation to how to respectfully refer to Aboriginal and

Torres Strait Islander people.According to Catullo, it’s important

to cut through social media to encourage followers to make an active change in the real world.

“We shared resources in response to the Black Lives Matter movement and discussed the di#erence between genuine and performative allyship. We encourage our followers to actively support and act, not to just support when it’s ‘trending’ on social media,” she says.

Thanks to the company’s growth, Clothing The Gap has expanded into a retail space in Brunswick, Melbourne which also holds a distribution centre for online retail.

Why they’re cool: ”Progressive, powerful and bringing (fashion) culture closer to connectedness with influence and change on a topic of significance and utmost importance.” – Danny Lattouf, The General Store

CLOTHiNG THE GAPCategory: FashionThe cool factor: A kick-ass brand that celebrates Aboriginal people and culture and seeks to unify all Australians.


UPPARELCategory: FashionThe cool factor: A sustainable sock brand that is fronting up textile recycling for other brands and consumers alike.

Y ou wouldn’t normally expect a husband-and-wife banker and photographer to build a brand that leads the fashion industry in terms of its commitment to

textile recycling, but here we are. Upparel, an Australian-born sock and underwear business

that previously traded as Manrags, launched the world’s "rst sock recycling program, Start with Socks, in late 2019 and has, so far, recycled more than one million items. These textiles become new yarn, insulation, underlay or other products, rather than land"ll.

“[We give] consumers the opportunity to pack a box of old unwanted textiles, place it out the front of their house, and one of our courier partners will bring it to us in Victoria for sorting and to be repurposed, recycled or reused,” says Upparel co-founder Michael Elias.

“[And] we’re committed to the cause. We put our hand up and said we’ll take responsibility for the entire lifecycle of our products. And why would we stop at our products? Why not do it for everyone’s products?”

As a result, Upparel has been inundated with requests for partnerships with other brands that want to recycle their goods and o#cuts or want access to a steady stream of recycled goods to launch lines of sustainable clothing, as well as charity partners that get priority access to "t-to-wear clothing to give to people in need.

And the program seems to have been a massive hit for the business, which will hit revenue of close to a million dollars this year and launched an equity crowdfunding campaign this year 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 "nd 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 land"ll? Check. These guys are a force for good in Australian retail.” – Matt Newell, The General Store�

NOBODY DENiMCategory: Fashion and PPEThe cool factor: A denim business that pivoted mid-pandemic to make certi!ed medical scrubs, and $ourished.

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

"nding somewhere that still had items in stock; hospital sta# were struggling to get their hands on PPE certi"ed by the Australian Register of Therapeutic Goods (ARTG).

And while many businesses wanted to help, they held o# 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 workers came through.

“We started being proactive. We worked on "guring out what speci"cations were required, and started talking to hospitals to understand what the standard is,” says Nobody Denim co-founder John Condilis.

“Because it’s a virus, it’s not bacteria, you need to treat it di#erently. The material needs to be di#erent. It’s not just about getting some T-shirt material and wrapping it around your face. It’s a constant research and development process.”

And, as retail conditions worsened, particularly in the fashion space, Nobody Denim has made a bold pivot. It repurposed its sewing facility in Melbourne to focus on creating these scrubs and masks for frontline workers, an e#ort that was quickly noted and encouraged, with the Morrison government granting the business $400,000 to invest in its sewing capabilities to ensure the supply keeps up with demand.

“With every challenge comes opportunity, and adapt we have,” the business’ website reads. “We’ve been given an opportunity to re-evaluate who we are, what we stand for and why we operate the way we do.”

And to give more power back to the consumer, the business is now the "rst globally to o#er FibreTrace – giving shoppers the ability to track the entire journey of their jeans, from the seed through to their wardrobe.

For Condilis, this isn’t just a short-term play to keep the business running until the fashion industry picks back up – in fact, it could be the beginning of a new era, and a new customer, for Nobody Denim.

Why they’re cool: “Nobody Denim combines cool girl vibe with serious sustainability credentials, including locally made product and Ethical Clothing Australia certi"cation.” – Rosanna Iacono, The Growth Activists

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