Australian Made Collections was born when Hills & West partnered with Mirvac to trial an Australian first WeShow Pilot Store in East Village (December 2020 to March 2021).
Hills & West, also an Australian, Sydney made, lifestyle accessories label, wanted to showcase other talented Australian makers and filled the store with over 20 wonderful designers, makers and crafters.
What’s so exciting to see, is that the WeShow concept is now expanding into new centres and providing the opportunity for other makers to trial retail, with a lot less risk than was traditionally possible. WeShow was initially set up to offer smaller, independent, digitally native brands a chance to trail a retail store with the Mirvac team offering set-up support and short-term leases. This really helped us have a taster of what retail can do for our brand and the ability it has to compliment our online offerings.
We at Australian Handmade Collections are really looking forward to our next store in 2022. Keep an eye out.
We would definitely recommend it to any brand who has been thinking about having a physical store, who’s fear on investment and longterm leases has been holding them back. This is the perfect solution.
“It was really an amazing space to help people discover Australian products, and I think the timing was phenomenal because everyone was looking for something new”.
If you are interested in the concept, you can read more in Shopping Centre News, Mirvac announces expansion of innovative WeShow retail offering.
We have also taken some excerpts below:
Mirvac has announced the expansion of its Australian-first, rapid delivery retail model, WeShow, to three new locations across New South Wales and Queensland, following its successful pilot program at East Village, Sydney.
A flexible, full-service retail solution for online entrepreneurs and progressive brands, WeShow will be introduced to Birkenhead Point Outlet Centre in Sydney, Brisbane’s Toombul Shopping Centre, and Kawana Shoppingworld on the Sunshine Coast. WeShow enables brands to reach new audiences and facilitate business growth via bricks-and-mortar without the cost and challenges of setting up a traditional long term store.
Launched in December 2020, WeShow removes the barriers to entry into bricks-and-mortar space for small businesses and progressive brands through its sustainable, quick turnaround flexible store fitout and terms, and access to experts in design, visual merchandise and marketing.
Mirvac’s General Manager of Retail, Kelly Miller, said: “As the retail industry continues to evolve, WeShow is an alternate offer for our partners and will support digital focused brands in delivering an omnichannel retail experience, using our physical retail space to grow consumer trust, brand loyalty, and revenue on their terms.”
“WeShow allows brands to test a new audience or market, build customer base and physically engage in their own way. Our pilot demonstrates that by removing the barriers to entry into bricks and mortar, brands have the ability to showcase their products, interact more deeply with their customers and evolve their offer, with the support of Mirvac,” Miller said.
“This partnership model will change the way brands think of shopping centres and the traditional landlord relationship. This is ‘new retail’ for a digital and customer focused era. Connecting partners with our wonderful audiences, providing brands with opportunity for growth and testing, and with flexibility at the core, WeShow will redefine the partner and shopping experience.”
Pilot partner for the concept, luxury accessories brand, Hills & West is proof the model works. Exposed to more than 13,000 new customers in 12 weeks, the Australian brand saw a 300% uplift in sales and a 26% profit increase when comparing with the same period in the previous year. Furthermore, the brand is seeing ongoing sales and brand advocacy from this customer base more than six months on.
Plans are in place for the new WeShow stores to open their doors in the three Mirvac centres in November, providing a one-of-a-kind opportunity for small businesses and digital-first brands to boost their customer exposure and sales ahead of the Christmas period.
Reach out if you are interested in chatting through our experience. We are always happy to help.
Founder, designer & Stylist – Hills & West