A new concept which claims to cut out the middleman is offering designers an opportunity to showcase their creations and sell direct to consumers from as little as $2.20 per day.
Fox & Dove – the brainchild of Kayita Foran – kicked off in October 2013 with an initial boutique in Mosman and an aim to reinvent the traditional retail model.
The concept, described as “first of its kind in Sydney”, offers designers a way in which to gain traction in the market place, save on bricks-and-mortar overheads and receive 100 per cent of the sale price.
Following the success of its debut, there are plans to now launch a string of sister boutiques around Sydney with Balmain high on the list of new locations for 2014.
“The financial side is actually very easy. We charge a designer $2.20 per piece per day to put their items in the store. From this they will receive 100 per cent of the retail price,” Foran said.
“All designers need to go through an approval process by our store manager to ensure they will fit within the store. Our designers usually see a return on their investments within the first few weeks of being in the store, some within the first weekend.”
While designers are in control of how much stock they wish to showcase, with no minimum, Foran said designers are advised to place a minimum of 10 pieces in store for best results. Once the item is sold the designer is asked to restock it.
The target demographic for the Mosman store is described as mid to high-end, with pieces in-store retailing from $200 to $500 a piece. Store turnover for the outlet is expected to be between $500,000 to $1,000,000 per year.
“The beauty about the store is that we have placed it in a very prominent place in Sydney, and when customers enter the store they are unaware that they are purchasing direct from the designers as it looks like any other boutique,” Foran said.
“Within the first two months of opening we have had great reports from our designers in the store, with two labels being picked up by other stores in the area as a direct result of being seen in the Fox & Dove store.”
Commenting on her experience, Guipurean & Lotis owner Cassandra Pondekas said her label has seen stellar results since it has been stcoked at Fox & Dove.
"It's win-win," she said. "It has allowed me to offer the unique, high-quality pieces at the core of my label's philosophy at a reduced retail rate because I'm supplying direct to the consumer.”
"This is a wonderful and optimistic opportunity for designers and businesses to sell their products in a professional, yet flexible, retail environment. The store's location, in the heart of Mosman's premier retail strip, can do each label proud. It has given me renewed direction and optimism."
Pondekas added that the Fox & Dove concept has enabled her to realise her vision of “developing and running a successful boutique label without the burden of high risk retail rent and outlay that is nearly impossible for all businesses without large financial backing.”