As more Australian women take on greater financial responsibility at home, apparel retailer Sussan says the shift is materially changing how its core customer shops, and what she expects from brands.
Speaking to Ragtrader, managing director Natalie Aardoom said the past decade has delivered a marked lift in women’s workforce participation, with flow-on effects for discretionary spending.
“In Victoria alone, 77 per cent of mums with children under 15 are employed full-time or part-time, compared to 62 per cent 10 years ago,” Aardoom said.
She said dual-income households are now the norm, with many women playing a larger role in supporting family finances. However, that increased earning power is being offset by rising cost-of-living pressures and the continued burden of caring responsibilities.
The result, according to Aardoom, is a more deliberate consumer.
“Women are thinking carefully about where they spend, looking for quality, longevity and real value,” she said. “But they’re also looking for brands that reflect their values.”
For Sussan, which sits within The Sussan Group alongside Suzanne Grae and Sportsgirl, that has meant doubling down on product durability and brand positioning, while reinforcing its ESG credentials through group-level B Corp certification.
Internally, the retailer’s leadership composition closely mirrors its customer base. Aardoom said 98 per cent of Sussan’s workforce is female, with women holding 90 per cent of leadership roles.
“That reflects both the heritage of the business and our continued investment in supporting women across the organisation,” she said.
Leadership development is largely driven through internal progression, with many senior leaders starting in-store before moving into broader management roles. Aardoom said maintaining that pipeline – from retail floor to head office – remains a priority.
The focus, she added, is less about headline gender targets and more about structured pathways, mentoring and capability building across the business.
On a group level, Sussan Group employs over 3,300 people according to its Gender Equality Statement for 2024-25. Within that, 99 per cent are women, with its team employed in various roles including administration, distribution, e-commerce, and store teams within its 430-strong retail portfolio.
According to the Workplace Gender Equality Agency’s gender pay gap portal, Sussan Group reports a total remuneration gender pay gap of 47 per cent on average and 39.3 per cent at the median. This compares to national averages of 21.1 per cent and 16.4 per cent respectively.
The retailer’s workforce is overwhelmingly female, with 1,151 women and 27 men, including 93 per cent women in the upper pay quartile.
In the retail sector overall, the average total remuneration mid-point is 9.7 per cent, with more men in the upper quartile compared to women, of 56 per cent vs 44 per cent.
According to Aardoom, Sussan’s ongoing focus on female leadership forms part of The Sussan Group’s overall focus on remaining B Corp certified. The company has an overall B Corp score of 84.7, which is above the qualifying score of 80, and well-above the median score for all businesses of 50.9.
Aardoom said the long-running partnership with Breast Cancer Network Australia remains a central plank of its community strategy, a key pillar in being a B Corp business, where the group scored high. Since 2005, the retailer has contributed more than $3.6 million to the organisation.
While purpose-led positioning is now commonplace across the sector, Aardoom suggested alignment between brand, workforce and customer is increasingly commercial rather than purely reputational.
As Australian women’s economic participation rises, she said, so too does scrutiny around value, authenticity and impact – placing pressure on retailers to demonstrate substance across both product and operations.
“This International Women’s Day, we’re proud to shine a light on the remarkable women who shape our brand – from our own team members and long-standing partners to community leaders and creatives whose work inspires us every day,” she said.
“Across stores, supply chains, cotton farms and communities, these women bring lived experience, leadership and heart to everything they do. They champion fairness, amplify women’s voices in decision-making, nurture connection, and create spaces where women feel seen, heard and understood.
“These women reflect who we are and have been for more than 85 years: a brand for women, by women.”