Oliver Tilsley, an RMIT graduate, started the T-Bar fashion chain in the final year of his degree and sold the brand to Cotton On Group three years later in 2009. As part of the sale, he worked with the group to build the boutique business from five to 13 stores, expanding nationally before opening its first global site at Ion Orchard in Singapore His latest fashion venture, Melbourne-based accessories brand Who is Hue, has now launched an e-store as it gears for global expansion. In addition to the e-store, the brand also operates two retail outlets, at Melbourne Central and Chadstone shopping centres, however Tilsley said the e-boutique is key to further growth.
“The main driver behind the online boutique was the ability to reach a greater customer market on a national and international level, prior to further bricks-and-mortar expansion,” he said. “There is also a growing need for convenience retailing internationally, and the online boutique enables us to play on a global playground and continue relationships with ongoing customers who visit the retail stores, predominantly Melbourne Central. This will also enable us to service national customers who are responding to the media we have received far more efficiently and with faster turnaround times.”
The online platform, which took three months to create, will feature over a 120 pieces in total, made up of the Who is Hue current collection as well as the label’s debut high summer range. The summer range includes key colours of watermelon, tangerine, and French navy, with styles such as large carryalls, shoulder bags, clutches, cross body styles, beach totes and wallets. Prices start at under $100 and are capped at $300.
In addition, the e-store offers free national delivery with no minimum order and international shipping, and Tilsley said he has also invested heavily in the site’s features to ensure customer satisfaction.
“Extensive research has been undertaken to deliver the Who is Hue customer an online boutique that is fast and efficient with high resolution photography and intensive zoom capability. Detailed product features, accurate measurements and styling tips ultimately ensure the customer is completely satisfied,” he said.
“Also, rather than campaign imagery, we opted for a more blog style imagery approach, maintaining a relaxed style throughout the boutique and showcasing the product in a more realistic scenario – for the girl on the go.”
Looking ahead, Tilsley revealed the brand is looking at short-term expansion interstate, with plans to launch one store in Sydney shortly to “test the waters”. However, he also said the brand has plans for global expansion long -term, with a retail presence in China on the horizon.
