Best under 20 chain store - Runner Up Edge Clothing

Edge Clothing is a consistent innovator that offers a broad mix of around 60 youth labels and has also had the foresight to develop a few of its own. Boasting nine stores across Melbourne, Edge has carved itself a niche as a brand in its own right through a standout instore experience and the creation of an inclusive community.

Edge outlets guarantee newness with weekly injections of product and differentiate themselves from competitors by supporting emerging designers - Melbourne label Travisty being one example - or promoting local causes through specially developed product, supported by in store merchandising.

This energetic, fun approach is carried through to its website, which features regular competitions, brand information and a MySpace page. Edge rewards loyal customers with birthday letters, a frequent buyer points system and brand nights, while staff receive multi-sale bonuses, family clothing discounts and special prizes - an iPod Nano was a recent example - for standout performance. With 50,000 fans on its database and further retail expansion planned over the next 12 months, Edge Clothing undoubtedly lives up to its name.

Congratulations to all other finalists in this category including Jigsaw, Calabro Bridal & Formalwear, Peter Alexander and Review.

At a glance
STORE Edge Clothing
OWNERS Eric Noordzy and Vince Nesci 
FOUNDED 1991 
STORE TYPE Men's and women's youth urban wear
LABELS Lee, Lime Spider, Kitten, Octane, Blockout, Industrie, Wrangler, Nobody, Bettina Liano, Travisty, Grab, Ladakh, Miky 6, Freshjive, Minkpink, Premonition, Nana Judy