Home' Spa and Clinic : Volume 63 October 2015 Contents said we've got enough pyjamas, what else?"
Today Peter Alexander has more than
60 stores throughout Australia and New
Zealand --- all from creating pyjamas that
are a dream come true and supported by
an exciting lifestyle offering of gifts that
include candles, shower caps, slippers, bath
and body products, and cosmetics cases.
There are ways other than volume and
price that you can compete with larger
retailers. Ensure your lifestyle offering is
an extension of your current ser vices and
seek out unique brands that resonate with
Unique textiles, distinguishable prints,
the fusion of fashion and classic themes,
the continuous quest for the perfect bikini;
these are the elements that have established
Tigerlily as a leader in premium swimwear
Established in 2000, and sold to surf
brand Billabong in 2007, Tigerlily is all
about the beach --- its products and retail
spaces igniting our senses to inspire health,
freedom and happiness all wrapped up in a
"The shop has a travel-style look and
features vintage rugs, textiles and artefacts
from around the world. Beach is our
heritage as a brand so we are always on the
lookout for locations that bring us back to
that," says Beth Studerus, Tigerlily head of
retail, of their latest Manly location.
The key to having a successful retail
business then is to know your products and
to believe in what you are selling. If you do
not believe in the product yourself, then
you probably won't be successful at selling
it. Keep brainstorming and you'll find a
product or product line that meets both the
needs of your target market and your own
ability to sell it. F
" Beach is our
heritage as a
brand so we
are always on
the lookout for
locations that bring
us back to that."
A New Retail Era: Flowers on the Point
Michael is a Glebe institution. With 27 years under his belt, he is a friendly, softly-
spoken fixture along Glebe Point Rd, famed for his flowers and community-
orientated inner-west attitude. When a new rental opportunity came knocking,
Michael moved a few doors down the road to take up position directly next to a
bus stop and redevelop his offering from general store to gift store.
"Flowers and gifts go so well together! My flowers are already so popular that
the transition was very easy --- the timing was perfect," says Michael who focused
on enhancing the beauty in his store to ignite all the senses.
That's the power of knowing your community, your customer, and it directly
influenced the types of gifts Michael chose to retail
"People in this area like quality. My locals have travelled the world and are very
eclectic in their tastes, so they've likely seen these products before. I did a lot of
research, went to trade shows. A number of customers have even had gift shops in
the past so they were a great help too.
"I've focused on products made in Italy, Germany and France, the best on
the market, and so far, they are moving very nicely!" adds Michael whose new
retail mix includes candles, soaps, chocolates, gift cards, body products, men's
grooming essentials, hand creams, glassware, matches and more.
A small but vibrant suburb within Sydney's inner-west, Glebe is comprised of
long-term locals, backpackers and students --- its range of low to high income
earners providing an eclectic mix within the community and Michael is sure to
accommodate them all.
"You have to actively sell your gift products and you have to sell them nicely.
People might know the products already or be happy to have a look but you
have to do the hard work, it's a skill. I've picked the best in the market but I know
there will be the odd line I get stuck with and that's okay, it's always a work in
progress with your customers and what is trending so I'll evaluate every three
months," Michael explains.
"But a $100 sale is always special. It's about trust and that means a lot to me."
Flowers on the Point, 321 Glebe Point Road, Glebe NSW
10 | RETAILING, FACE+BODY+SOUL
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