Qld Winner - Noosa Juniorz
INFO BOX
STORE: Noosa Juniorz
OWNERS: Carolyn Shelley and Suzanne Bowering
YEARS ESTABLISHED: Eight
STORE TYPE: Top-end boutique stocking Australian and international kidswear labels
NUMBER OF STORES: One Noosa Juniorz outlet, plus two adult swimwear stores; Waterlily and Sea Elements
LOCATION: Hastings Street, Noosa
LABELS: Elle, Kenzo, Osh Kosh, Fred Bare Guess, Gumboots, Seafolly
Noosa Juniorz was founded by sisters Carolyn Shelley and Suzanne Bowering eight years ago after they spotted a gap in the Noosa market for a multi-brand kidswear store.
Since then the business has thrived, boasting five per cent growth year-on-year in recent years, which the sisters attribute to an unrivalled kidswear offer.
"It's the biggest range we know of and it's certainly bigger than Myer's," says Shelley.
Around 85 per cent of the store's client base comes from Noosa's tourist population, many of whom provide repeat business year-on-year, says Bowering.
"One thing we know is that people really want brands for their kids," she says. From a suite of 12 labels, the store achieves most of its volume on around five major brands including Kenzo, Fred Bare, Guess, Gumboots and Seafolly.
All buying is on indent and the store marks up 100 per cent on the recommended retail price, with the emphasis in high volume turnover. Stock is rarely marked down outside the store's twice yearly clearance sales.
Customer service is key and staff receive in store training once a month. The store employs four casual staff, one full time manager and one assistant manager. Upselling and cross selling are encouraged and staff are continually motivated by daily targets and ongoing rewards.
The store operates a loyalty scheme and regular customers receive a 10 per cent discount once they've spent $300 in the store.
Noosa Juniorz advertises new stock in local magazines, while the launch of a website to create an online brand presence is "high" on the list of things to do," says Shelley.
The sisters do not rule out launching their own label at some stage in the future, but with two other thriving adult swimwear businesses - Waterlily and Sea Elements - to manage in Noosa, their plate is nothing if not full.
"We're looking at developing a range but it's very time consuming and time is not something we ever seem to have enough of," says Shelley