Tipped to be the largest inland city in New South Wales and a growing student hub, Wagga Wagga’s retail is experiencing an uplift after a 10-year drought. Daniela Aroche takes a look at trade in the area.
Exactly one year after the council of Wagga Wagga adopted a “Retail Growth Strategy (RGS)” at its September 2010 meeting, retail in the New South Wales city is looking up.
Boosted by a series of initiatives to support retail and business owners in the area and increase customer traffic, this inland regional town is now on its way to becoming a thriving commercial hub with approximately 600 businesses currently operating within the central CBD area.
Situated in the heart of the Murrumbidgee region, Wagga Wagga’s population comes in at around 63,500, and despite its country status the area also welcomes its fair share of visitor traffic, with students from across Australia flocking to Charles Sturt University and road, rail and air facilities, connecting it with other major cities for inter-state travel.
According to veteran locals, the retail mix in the town has evolved almost as much as the city itself, with the previously dominant population of independent boutiques now giving way to larger retailers and department stores such as David Jones, Myer and Harris Scarfe.
Amanda Myers, owner of Satin Touch lingerie boutique on the popular Baylis Street shopping strip, says the arrival of mass chain brands and department stores has influenced the retail landscape in Wagga Wagga, with some outlets also moving on.
The boutique stocks all the major brands including Berlei, Triumph International, Bendon, Freya, Gingerlily Sleepwear, Hot Milk, Fine Lines, French Country Sleepwear, Playtex, and Basson and has been operating in Wagga Wagga for the best part of 20 years.
“We moved to these premises [on Baylis Street] four years ago after three years in The Australian Arcade, Fitzmaurice Street. Our main challenges for Satin Touch being in Wagga are competing with big stores ie: Myer, Harris Scarf. We have unfortunately lost Spotlight, which was next door to us, last month. This has been a major change,” she says.
However, Myers says that retail in general has remained healthy, with regular clientele, word-of-mouth recommendations, and an influx of students every year buoying her business.
“Clientele is very regular, but changes a little through the year as Wagga always has new people coming and going especially with RAAF, Kapooka and Charles Sturt University bases being located in Wagga,” she says.
“Our better months for the year are from August through to Mother’s Day in May, whereas winter months tend to be quieter, and Christmas is our busiest period of the year. And overall I feel that the atmosphere in Wagga is slowly improving due to a 10-year drought being broken.”
Jackie Gash, owner of Ryneharts Classic Fashion boutique, which sells a selection of labels including Black Pepper, Lucia Darling, Jo Ro, Slade, Essential Casual, Cordelia St, Pelaco, Jillian, and Jaki K, says she is now also adding a few younger brands into her stable as the number of student shoppers continues to increase.
“Business is quite good, selling good quality at reasonable price for real women, but I am introducing a few younger ones [labels] as I can see my customer is changing,” she says.
These shifts in customer demographics hasn’t stunted business though, and is in fact fuelling growth, according to Angela O’Donaghoe, owner of Evans Shoes.
“James Charles Evans started as a “snob” or cobbler in Hare Street, Echuca in a room at Sister M Gilles Private Hospital in 1897. Four generations and 114 years on, Evans Shoes is still a traditional family owned and operated business with stores in Echuca, Bendigo, Albury, Wagga Wagga and Shepparton,” she says.
“Our stock ranges from children, mens, high fashion, street wear and comfort with brands such as Clarks, Tony Bianco, Nude, Siren, Django & Juliette, Julius Marlow, Florsheim, Ziera, Diana Ferrari, and Converse, and we are continually growing our clientele.”
But while the customer base may be evolving, ground roots retail operations and traditions remain steadfast in this regional outpost.
“Late-night shopping and fashion related events are Thursday, which is always late night shopping in which most stores close at 8pm and some at 9pm, and Wagga Wagga is also well- known for town races, especially the Wagga Gold Cup. A lot of people in Wagga traditionally put a lot of effort into their outfits, with the fashions on the field prizes being so inviting for this event and the opportunity to be ‘face of the cup’.” she says.
