“We’ve definitely carved out our own retail niche. There are a lot of advantages to being regionally
based. We were able to have much more control and a considerably bigger space to work with for a lot less money.”
business owner, Jumbled and Iglou,
Orange is the New Black – A Region Packed with Possibility
Orange is the new black according to one of the Region’s leading fashion and homewares retailers, Pip Brett, owner of Jumbled and Iglou.
While the big retail chains are increasingly feeling the pinch of online shopping and a changing consumer landscape, Pip believes regionally based retail offering a holistic or niche experience will be the new growth realm.
The international award-winning business owner is a second-generation retailer in the area. Pip went to secondary school and then completed a Bachelor of Design in Sydney before returning to Orange to settle, where her mum, Kezz, ran a women’s boutique.
“We started with the clothing store ‘Iglou’ in 2006 and then opened our homewares store ‘Jumbled’ in 2012 before consolidating the two into one space at ‘The Sonic’ in 2016 – a concept store including a cafe,” Pip outlined.
“Thirteen years ago, I felt there was an opening for fashion retail in regional areas. Online wasn’t a big thing then and people were travelling four hours to Sydney to get what they wanted.
“Initially there was a reluctance from the city brands to be stocked in a country store, but the success of the stores, and others like it in regional areas, has proven that you don’t need to be in a metropolitan area to do well.
“We’ve definitely carved out our own retail niche. There are a lot of advantages to being regionally based. We were able to have much more control and a considerably bigger space to work with for a lot less money.
“What we have saved has allowed us to invest more into our online stores and quality staff. There are some great opportunities to employ some amazing people in regional areas.
“There is a huge talent pool to draw on from the highly skilled people who want to get out of the city to the local people who are also intrinsically personally invested and knowledgeable.
“I’ve had some staff for more than nine years and we really are a tight little family. That brings amazing advantages to the business.
“Being regionally based for us has definitely been a positive rather than a negative. It sets us apart from our competitors and we have become somewhat of a destination shopping experience. Tourism in the area has played a huge role and is just steaming ahead.
“The Sonic is proof that retail isn’t dead. It's actually a really exciting time to be in business, but you have to be more than just a bricks and mortar store. You need to take a holistic approach to connecting with your customers, going beyond the limitations of social media and establishing a community.
“I’d definitely recommend the region to others looking to live or do business outside of the metro area. We are always saying – Orange is the new black!
“All roads lead to Orange. There’s a huge pool of resources and opportunity to draw upon throughout the region.
“Everything you would need or want is available, but life is simpler and easier. The logistics are a dream compared to the city and it is truly lovely to both live and do business here.”
Image credit: Jacqui Turk
The Orange Region is situated within the traditional lands of the Wiradjuri Nation. We acknowledge the traditional custodianship of these lands, and pay our respect to the Wiradjuri people for their care and stewardship of these lands for more than 40,000 years and to the Elders of the Wiradjuri Nation past, present and future.