Victoria Winner - Harrolds
INFO BOX
STORE: Harrolds
OWNER: John and Theo Poulakis
ESTABLISHED: 1985
STORE TYPE: Menswear emporium
NUMBER OF STORES: Four
LOCATION: 101 Collins St, Melbourne VIC 3000
495 Collins St, Melbourne VIC 3000
Crown Hotel & Entertainment
Complex, Southbank VIC
Cnr Martin Place & Elizabeth Streets
Sydney NSW 2000
LABELS: Brioni, Kiton, Caruso, Pal Zileri, Artioli, Fratelli Rossetti, Bagutta, Acqua di Parma, Kenzo, Paul Smith
Iconic Melbourne menswear retailer Harrolds was founded in 1985 by brothers John and Theo Poulakis and prides itself on excellent product, personal service and expert advice.
It's an image that has been further enhanced since the central Melbourne store's relocation in 2005 to impressive emporium-style premises at 101 Collins Street.
The new store boasts a coffee bar and private quarters for Harrolds made-to-measure tailoring service, which also doubles as an informal meeting room for Melbourne menfolk.
"A lot of our customers view the store almost as though it were a private men's club," says Theo Poulakis.
Aside from its unofficial role as a haven for the male species, Harrolds fulfils the wardrobe requirements of men of all ages, with a broad range of casualwear, knitwear, shirting, suiting, shoes and accessories.
Exclusivity is a key aspect of Harrolds merchandise and the finest overseas brands or designs comprise around 85 per cent of the business.
Nonetheless, "it's not about brands or fashion, it's about style," explains Theo Poulakis, who traverses the world on a regular basis in search of premium product. Whether it is artisan-made men's perfume from Florence or a limited run silk polka dot dressing gown, the product on display illustrates the retailer's promise; "Harrolds finds what's best in the world," he explains.
Customer service is designed to enhance this sense of exclusivity and store staff - who are well-versed in the heritage and story behind every product on display - use velvet trays to display the product to customers.
The company does not operate a loyalty scheme, instead believing that premium customer service speaks for itself.
"Every customer, no matter how big or small the purchase, receives a follow up letter to ensure that they are happy with their product," says Theo.
"We've tried to create an environment that fits men's lifestyles and to create a strong retail experience so that when men think of clothing they automatically think of Harrolds," says John Poulakis.
Harrolds does not believe in the hard sell, preferring to nurture long-term relationships through understanding the individual needs of every client, he explains.
"Basically no-one is going to leave our store with something that doesn't work for them."