Life’s journey through the subsequent disruption has never quite subsided – a sentiment that retailers big and small can relate to. The modern-day Tree of Life is walking along a thin line, pressed with that age-old retail question: How does one continue to innovate and evolve whilst maintaining brand heritage and looking after the customers who have stuck around since the start? The man tasked with walking that line and driving the business into the future is general manager Francis Borthwick, John and Wendy’s son. For Francis modern retail is about spinning every plate in the business – whether that’s e-commerce, social media, store openings, new ranges or supply chain practices – at full speed, without letting anything fall. It’s an insight he obtained when he took a break from the family business in 2012 to take a role as the NSW state manager for the Cotton On Group’s Typo brand. He spent nearly two years working for the global retailer and still regards them as an ‘A-plus operator’. “They’ve got their eyes open and they are always pushing very hard,” he said. “It was great for me to work there and great for me to glean what I could from my time there.” Francis has been back at the business for three years now and has been implementing his vision for the future of the brand. Some things aren’t adaptable – Francis doesn’t think click-and-collect is a good fit for Tree of Life – but others are essential. Refocused growth A key focus area has been the brand’s store portfolio. Store consolidation has been a common thread in the industry and Tree of Life is no exception, the business has closed as many as 15 stores in recent years, bringing its footprint to just below 40. But while the supposed decline of physical retail is a well-told story, Francis remains bullish on bricks-and-mortar and is looking to refocus the brand’s square footage rather than shrinking it. The decision was taken to close stores in SA, WA and NT to focus on the east coast, which is logistically easier and packed with locations that meet Francis’ needs. He has a hit-list of prospective spots that he is gradually working on to get the business back above 50 stores in the next few years, with refurbishments taking place across the network. The next step in that journey is a location in Coffs Harbour, which ticks all the requisite boxes. Good financial demographics, beach proximity, 100-120sqm in space and a healthy turnover of visitors – after all, Tree of Life is suited to tourist towns, not mining ones. Tree of Life’s fashion focus is also changing. Wendy believes boho is on the out, as consumers look to simpler and sportier looks. She admits sporty isn’t in the Tree of Life wheelhouse, but simple is and the brand will look to capitalise on its all natural eco-friendly heritage before boho comes back. Because boho always comes back. “Fashion’s a cyclical business. Our roots are in 60s hippy clothing, but it’s moved on. French designers brought in floral prints in the 80s and then it moved into new age in the 90s with wicker and things,” Wendy said over the phone from India, which she visits at least three times every year. “It’s always been about alternative, but now it’s moved into a different space, which is all about festivals – that’s become incredibly mainstream.” New platforms, new markets But the most recent change is distinct. With platforms like Instagram in play, creative processes are changing – something that Francis and Wendy have been grappling with. “We’ll be standing here trying to get stock out, but looking at Instagram and saying ‘Wow, this is actually a really important part of our job now’,” Francis said. Digital marketing has coincided with an influx of e-commerce traffic. Four years ago, Tree of Life’s online store was an interest – now it’s a focus. The website has become a major driver in the business and now represents the seamless mix of marketing, product information and transactional coverage that’s become the competitive standard in fashion retail. The mix of online and Francis’ marketing expertise have opened up Tree of Life’s products to a new suite of customers, many of whom are younger shoppers. But, as Francis noted, upmarket brands like Tigerlily and Camilla have left lasting impressions on Tree of Life’s niche market, upping the stakes and driving the need for further innovation. The business will continue to look at how it can engage younger customers, but won’t compromise on the loyal shoppers that have been with the business since the start. It’s not easy, but that’s retail. “You’ve got to have a real focus on your customer and make sure you are working out the products they really want and how to market to them, but that’s the trick isn’t it? It’s a balancing act that’s not easy to keep up,” Francis said.