Best under 20 chain store - WINNER: Feathers

A glance at the uber-contemporary styling of the current Feathers collection - which includes cool leather blousons, cowl neck tunics, anorak dresses and metallic bolero jackets - makes it hard to believe that this retailer was born in 1972.

Ever on-trend, Feathers recently added an online retail outlet to its seven bricks-and-mortar stores and Myer concession business; and founder Margaret Porritt has continued to inject new life into a brand which officially caters to the 35 to 45-year-old female market but in reality offers something to all women.

Recently Feathers seemingly achieved the impossible by attracting new customers without losing established ones, doubling its range this year to offer 120 styles. Significant credit for this goes to designers Lanette Porritt (Porritt's daughter-in-law) and Belinda Kufersin who -- along with Porritt - has spent recent months honing the collection to create a full wardrobe offering comprised of clearly defined stories, offering both on-trend feature pieces and timeless co-ordinates. With a realistic size range of six to 20, no doubt many women wish there were more retailers with Feathers' foresight.

Feathers has also taken the bold decision to compete for the boutique market dollar on quality rather than price - upping its prices while investing in exclusive fabrications and standout design. Nonetheless, with dresses ranging from $199 to $259 the range - which is still 85 per cent manufactured in Melbourne - offers unbeatable value for money. Feathers' back-office operation is healthily reliant on point of sales technology for reporting and stock replenishment purposes, while regular hands-on training keeps staff inspired and equipped to sell.

Porritt - who has spent the last decade giving back to industry through her involvement in numerous boards including the Australian Retailers Association and the L'Oréal Melbourne Fashion Festival - was also recognised in 1998 as the winner of the Victorian Telstra Business Owner Award.

She confesses however that her biggest kick still comes from spending time with staff and customers, gathering feedback and keeping her finger on the retail pulse. And if Feathers' latest evolution is any indication, it is time very well spent.

At a glance
STORE Feathers
OWNER Margaret Porritt 
FOUNDED 1972 
STORE TYPE Women's fashion
LABELS Feathers, f-line