What's Selling In - Dalby, QLD

Times might be tough for regional retailers in Australia, but one gets the sense this hasn't effected the optimism of storeowners in Dalby.

Founder of Allibi boutique Jessica Fleischfresser, who was recently profiled by Channel Seven's Queensland Weekender and Australian Country Style magazine, believes when you can't meet the bottom line, you just need to work on your approach.   

Three years ago, when Fleischfresser first opened her boutique, she found that higher-end labels didn't provide the quick turnover she was after or the price-points local consumers were demanding. Adapting her strategy, she now stocks middle market brands such as Wish, Living Doll and Very Very and Vicky Vale for older shoppers. Giftware, baby products, accessories, body products and homewares are also on offer.

"With the high-end labels I was left with a lot of stock because the minimums were huge and I had to buy quite a fair bit. It's been a huge transition for me but a good learning curve too."

Lills Liberty Lane has also adapted its approach in recent times. The Dalby boutique, which has a small number of branches throughout Australia, began life as a mail-order service before finally offering its namesake label on a retail level. Targeting women aged 40 plus, the boutique offers conservative, price-pointed fashion for "country women" with skirts and shirts from $89.95.

Sales assistant Niki Nearhos says that by offering a made-to-measure and alteration services (priced at under $10), consumers are provided with a "hassle-free" shopping experience.

"They can also pick and choose the fabrics and colours they like. If someone tries on a shirt and if it doesn't fit, we take their measurements and send it off to be changed. It's a very popular service."
And with sizing ranging from 8 to 24, one expects the rush of customers would make it quite profitable too.

Lowdown
Location: 216km NW of Brisbane
Population: 12,000
Stores:Lills Liberty Lane, Allibi
Brands:Wish, Very Very, Vicky Vale, Lills Liberty Lane

By Assia Benmedjoub