Then & Now

Each fortnight Ragtrader touches base with a brand previously profiled in the magazine to see how it has evolved in the intervening years. This week Assia Benmedjdoub spoke with Maurie & Eve founder Kelly Davies.

Company:Maurie & Eve
Founder:Kelly Davies

What were the key issues or challenges for your company five years ago? What are they now?
The major challenges back then were time management and cash flow. Trying to get the label out there whilst keeping a full time job and sewing all the garments was a challenge in itself. The issues now still relate to time management and cash flow but on a higher scale. Also I am not just relying on myself I am now relying on all of my employees and subcontractors. This can be extremely frustrating at times.

What was the range like five years ago? What is it like now?

Five years ago I had one design which was the famous patch singlet. Scott (my Brother) and I now design five ranges per year which consists of 50 garments per range. Also The New Evelyn takes a chance range will be hitting stores this summer which is another huge step for Maurie & Eve.

How many stores/wholesale accounts did you have five years ago? How many do you have now?
Five years ago I was selling exclusively to Reiss boutiques which at the time had four stores. Now Maurie and Eve Platinum sell to 80 of the best boutiques Australia wide. Evelyn takes a chance by Maurie and Eve will hopefully hit over 120 stores Australia wide this summer.

What was the retail climate like for your business five years ago? How has it changed?
It's hard to say as I was selling singlets in store for $59.95 and now some of our designs retail for $300.
 
What was your approach to marketing and promotions five years ago? What is it now?
Five years ago, Maurie & Eve was simply known from word of mouth. Now we have a team to represent the label, consisting of six agents, one public relations staff member and numerous employees. We now have weekly coverage in some of the hottest magazines in Australia.

What was your approach to staff training five years ago? How has it changed?
It was just me and the family helping me out occasionally fibe years ago. It's been a huge learning curve for me to suddenly become an employer. Especially at 23 and running a business that seems to take up the majority of your life.

How many staff did you employ five years ago? Now?
Five years ago it was only me. Now there is myself and Scott who are the designers of the label, Maya is the managing director, 30 production staff and of course my agents, PR, account ladies etc...

What was your greatest moment/most significant development in the past five years?
Recently we have made some changes to the label creating Maurie & Eve Platinum which recently showcased at Rosemount Australian Fashion Week, which was a huge success. Maurie & Eve Platinum will now be an exclusive label which will be selling to the higher end of the market. We have just recently started selling online to mycatwalk.com.au

What has been the worst experience of the past five years?
That's hard to say. We have definitely made a lot of mistakes, which I make sure we all learn from and try to prevent from happening again but as I always say that's part of business and part of life, it's just how you cope with it.

By Assia Benmedjdoub