eld Southland on July 31. Store number six for the year will open in Sydney’s Westfield Bondi Junction on August 7. To support this rampant growth, Decjuba also opened a new head office in Melbourne in February. The business, which is headed by former Cotton On owner, Tania Austin, is looking at opening at least 10 more new stores next year, with several sites presently under consideration. Decjuba’s sales and retail operations manager – Australia and New Zealand, Simon Monk, told Inside Retail PREMIUM that the focus is on securing a combination of centre and strips sites. “We have to balance between centres and strips,” Monk said. “We get a good reaction from strip stores, where we build that local community environment. We’re aiming for that longer term growth and to keep that growth going.” Decjuba has a strong presence in Victoria and NSW, and while gaining ground in WA, the focus is also on the imminent opening of its third store in Queensland, at Brisbane DFO on August 20. Upgrades come in the form of relocations that will be undertaken at Sydney’s Birkenhead Point and Melbourne’s South Wharf and Melbourne Central in the coming months. Originally owned by Kookai, the chain comprised just six shops when Austin acquired it in 2008. By the end of next month, the brand will have grown to an impressive 40 stores throughout Australia and New Zealand. Austin used her knowledge of supply chains connected through manufacturing to expand store numbers. “The big change was product development working direct with suppliers to get faster reaction, better prices and better product. It allowed her to build quality and get the right product into the business,” Monk said. Contemporary fitouts Decjuba fitouts have evolved over time and now offer a more minimalist showcasing of product. The new stores have a fresh white colour palette that’s teamed with textured grey floors of stone or polished concrete and framed by black detailing, including tracking lights and spotlights. “[It’s] keeping it clean so it has that fashion feel but it is an affordable, attainable product,” explained Monk. “At the front of the store we have a beautiful representation of our products – it has that ease of shopping without having clutter. “The stores are designed in a way that allows the product to shine. Our large marble counters bring an elegance to the customers’ final connection to the brand experience, while our beautiful floor to ceiling seasonal brand images are unmissable behind the counter to showcase our effortless and edgy style.” Decjuba aims to clothe customers from head to toe – from shoes and bags to accessories, jewellery, scarfs, purses, and make-up and nail polish. Averaging around 120sqm in size, stores locations a determined by how Decjuba customers shop. This means that they aren’t necessarily found next to other women’s fashion brands. “We consider how she shops, where else she might be going,” Monk said. “This may be next to her favourite café, near her other essential stores, such as make up or kids’ clothing, or perhaps close to the school where she picks up her kids.” As this approach has resulted in strong success for Decjuba’s strip stores, the business aims to mirror this when launching into shopping centres. Its market covers a broad age group, from the young to the mature age shopper. Rather than loyalty programs where customers have to build up points, Decjuba offers a consistent 10 per cent discount, which has proven popular with shoppers. All over Instagram The recent introduction of Decjuba’s Instagram account has proven a hit. Now boasting 20,000 followers, the social media photo sharing platform is a big marketing focus moving forward. “We’re really excited about that,” Monk said of the rapid growth of the brand on Instagram. “Instagram is an ever-growing platform for us to communicate with our customers and keep them up to date with the latest trends, new styles or just share some fun images.”