Cult online women’s fashion brand, Black Milk Clothing, is shifting focus to bricks and mortar, giving its customers the chance to get up close and personal with its vertically integrated operations. The Brisbane-based company has amassed a cult-like social media following of more than 1.7 million across its channels, and is now inviting customers into its Brisbane and Los Angeles (US) warehouses, which Cameron Parker, head of sales and marketing at Black Milk, refers to as “Willy Won
nka nylon factories”.
The Brisbane warehouse is 2000sqm with a 300sqm internal concept store, complete with its own cafe, while the LA warehouse is 1800sqm with the concept store still a work in progress, due for completion in three months.
The brand, which was never intended for the high street or a Westfield centre, has created a unique experience where its customers can see the designs and concepts, walk into the showroom and try things on, or just chill out on couches over a coffee with friends.
“Our vision was always to be a pureplay, and we have a pretty strong relationship with our customers,” Parker told Inside Retail PREMIUM.
“A lot of customers used to come and visit and want to meet the team and take photos.
“We’re actually like friends, down to that level where we genuinely care about our customers and listen to them and do lots of special little things for them.
“It was a natural progression when girls were already coming here, to build a space for that, where they could try stuff on and are comfortable to hang out and have a coffee with us,” said Parker.
After Australia and North America, the next biggest market for Black Milk is Europe, specifically the UK, Germany, and France, which will be the next areas of interest for concept stores, although a third concept store is still around 12 months away.
“Wherever we do these showroom concept stores we always want to have the back end, so it’s like that Willy Wonka experience and you’re getting more than just your clothes, you’re also getting a glimpse behind the scenes,” he said.
The showrooms are sectioned into new releases, top sellers, gymwear, and collaborations, and include a range of sizes.
“It’s obviously a very new area for a lot of online retailers to take that retail bricks and mortar experience to the next level. I don’t think anyone has perfected that and nor have we, so I guess that’s where we are at the moment.”
The viral fashion brand launched five years ago when founder, James Lillis, decided to trade in his CD player for a sewing machine and teach himself how to sew. The business now employs more than 200.
This story first appeared in Inside Retail PREMIUM issue 2030. To subscribe, click here.
