NSW Winner - Andiamo
INFO BOX
STORE: Andiamo
OWNER: Ronnie Sansonetti
ESTABLISHED: 10 years as a retailer, 13 as a wholesale label
STORE TYPE: Womenswear boutique
NUMBER OF STORES: One
LOCATION: Darling Street Balmain, Sydney
LABELS: Andiamo, Banana Blue, Nougat, Marco Polo, Capital M
Andiamo designer and proprietor Ronnie Sansonetti is very clear about the philosophy underpinning her business.
"It's about real clothes for real women," she says.
"The clothes I design are for women who don't have a pierced belly button and don't wear hipsters. They're women who don't want to dress like their mothers but equally aren't trying to look like their daughters."
Around 75 per cent of Andiamo's business is in its self-named label - designed by Sansonetti and manufactured in Sydney. With prices for core styles such as pants ranging between $150 and $300, Andiamo also wholesales to around 170 stockists nationally.
In terms of the Andiamo store's target market: "We dress 'me' - the 45-year-old woman who's had a couple of kids and would love to be 10 kilos lighter but it's never going to happen," says Sansonetti.
Above award wages and a high level of staff involvement in the running of the business have fostered excellent staff retention levels. Staff receive on the job training from store manager Maureen Joyce, who has been with the company for a decade.
Customer service - Andiamo operates a two month lay by - and a 'whole wardrobe' philosophy are central aspects of the business.
The store holds sales twice a year and rarely marks product down otherwise.
"I try to avoid discounting as much as possible as it devalues the product," says Sansonetti.
Instead of discounts, VIP customers receive a free gift with purchase, and Andiamo holds regular VIP nights. It also promotes itself through editorial in the local press and the Andiamo website, andiamo.com.au.
Sansonetti intends to install point of sale technology in the coming months to sharpen her business.
"I originally fought against it because I like the handwritten dockets but it's vital for accurate reporting. We always know what's selling well, but we need it [technology] to analyse the 'slow movers'."
She attributes Andiamo's success to strong product and a welcoming shopping environment.
"We could make it Zen-like and minimalist but that's not our customer. Maureen does the visual merchandising, which usually involves simple arrangements of flowers and candles. It's not over the top. It has to be comfortable. It's not about pushing brands at people."
Amanda says:
"As one of the outstanding wholesaler/retailer combinations, Andiamo's distinctive business model has allowed the retailer to adapt to the changing retail environment. Customer focus is the key. Offering original designs with quality fabrics and finishes for 'real women', the retailer's offer is differentiated without a premium price tag."