Emu Australia’s factory manager Kristie Marsh has had a few busy years. Many of her loyal sewers, cutters and finishers are retiring, leaving gaps in an ever-dwindling national manufacturing workforce.
But Marsh stepped up to the challenge of keeping her factory well-manned, with more than 80 per cent of her current staff being newly hired in the last few years across all different areas. As well as cutters and sewers, Emu Australia’s multi-step production process also requires sole gluers, packagers and warehouse personnel.
Marsh says what really helped in turning over staff was the advanced notice she was given from those retiring, allowing her to plan ahead.
“We created eye-catching employment ads stating no experience necessary, full training is provided and that if you have a creative flair and passion for footwear then you should apply,” Marsh tells Ragtrader.
“We are also lucky to have some staff in our Australian factory that have been here for 25+ years which helps transitioning new staff.”
One of the hardest parts of the onboarding process is trying to match new recruits to the differing personalities in the Geelong factory, which Marsh says sits around 25 people.
Emu Australia’s Geelong factory is made up of a few key areas. The first area is the clicking room, which boasts six machines that press cut sheep skin into various panels ready for sewing together. This space has seen two new people join in the last few months.
Then there is the sewing room, which Marsh says is the more technical space. On a given day, each sewer is tasked to complete one step of the sewing process, with all staff trained on every step. As part of their training, new recruits are tasked to sew together patch-work pet beds from square cuts, which are then sold through warehouse sales from its Geelong factory. Marsh says the training process can take around two to three months to get them to a confident level.
“I had some people really flourish forward in a month,” Marsh says. “But a couple of the new girls that I've hired this year are taking about two to three months to really get the gist of it, and also the confidence. You don't want to push them too far, too soon, because you want them to be able to be happy and confident when they do go into product.”
The easier steps in the sewing process is attaching collars for slippers.
The shoe-making process also includes the glueing section, where staff attach the outsole to the bottom of each shoe, and the finishing section where each product is inspected and specially packed before going into the warehouse.
All up, a shoe from Emu Australia is touched by an average of 26 pairs of hands in the full production process.
Marsh says another challenge in hiring is trying to get younger Australians to work in factories. However, she says that once you get them into the factory and they see the process for themselves, they generally want to get the job.
“A lot of people I interview don’t know that the factory is local and we produce Australia Made products here,” she says. “They are blown away, intrigued and want that opportunity to be a part of an Australian Made owned and operated business.”
Marsh is still looking to add new sewers into the Geelong factory, and has an ad continually running on Seek, “as you just never know who is looking for a job.” Her goal is to add another five sewers to the overall team by this time next year, with this being driven by the current tariff war between the United States and China.
“We do expect an increase in USA demand for our Australian Made products given that other brands solely rely on China made production,” Marsh says, adding that Emu Australia’s supply chains, shipping times and pricing has not been affected so far.’
Earlier this month, Marsh conducted a few interviews. She says that she gets a lot of interest when she puts an ad up.
“I have had people from Melbourne relocate to Geelong because they've loved it so much,” she says.
Around 68 per cent of Emu Australia’s total product output is made domestically. Emu Australia owner Paul Neate says he and the team have an ongoing commitment to local manufacturing.
This is being underpinned by the strong demand from its wholesale partners. Nearly 90 per cent of wholesale orders within Australia in 2024 included these locally crafted items.
"The fact that 68 per cent of our Australian business comes from our Australian Made range speaks volumes about the quality and desirability of our products, and the appetite for locally made goods, both domestically and internationally."
The global stage, Emu Australia’s footprint extends to premium department stores, independent boutiques, and various retail channels worldwide. EMU Australia ships 15 containers of Australian Made products to 50 countries annually, supplying retailers including Freepeople, Sundance, Anthropologie, Ever After, Garnet Hill, The Dressing Room, Accent, Smiths, La Rinascente, and Harvey Nichols.
Marsh says her factory team is currently producing for its Fall customers and will start exporting overseas this month. They are looking at exporting around 10 containers in 2 months.
“It’s great to see homegrown Aussie brands, like Emu Australia, continue to support Australia’s manufacturing industry,” Australian Made CEO Ben Lazzaro says.
“There is a growing demand for Australian products, with country of origin increasingly influencing purchasing decisions.
“Aussie products are manufactured to some of the highest standards in the world. They are trusted and known for their quality and sustainable attributes.
“We are excited for Emu Australia to be part of Australian Made Week once again this year. Their products help showcase Australia’s craftsmanship and premium natural materials on the world stage.”