Zjoosh grows with new retail direction

ZjooshThe refurbished Zjoosh store in Sydney’s Balgowlah reopened on July 17, doubling its size and retail offer. Initially opened as a pop-up store in Christmas 2012, the total refurbishment saw the store increase from its original size of around 55sqm to its present 105sqm.

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Launched in 2010 as a pure-play online retail and wholesale business, Zjoosh went into bricks and mortar retail in 2011. Now with five stores throughout Sydney, the last 18 months has seen the business enjoy its most significant retail foray in developing its own Zjoosh brand in the homewares, fashion, jewellery and accessories categories.

All Zjoosh stores now carry the full range of Zjoosh products, as well as a number of other brands across a range of lifestyle categories including homewares, fashion, beauty, jewellery, accessories, giftware, stationary, handbags and candles.

New products for Spring/Summer 2015 include a Zjoosh travel range, such as cosmetic bags and overnight luggage, as well as fashion jewellery including a premium statement necklace collection, classic stainless steel lanterns, rattan tableware and home accessories. Brands stocked include Glasshouse, Palm Beach Collection, OMG Style, Status Anxiety, Lollia and Christina Re.

The stores are located in heavily trafficked areas – the Lane Cove, Balmain and Rose Bay shops are on the high streets. Zjoosh’s sister store, Quintessence, is located in Northbridge Plaza, while this latest revamped store is within the Stockland Balgowlah shopping centre.

Speaking to Inside Retail PREMIUM this week, Zjoosh creative director Kellie Rigney said that as the business has developed, the process for store refitting has become more streamlined.

“Refurbishment has become a fine art, from beginning to end,” Rigney said. “As it had pre-existing fixtures, the process [for the new store] took three weeks.”

Zjoosh2From pop-up to permanent
When Zjoosh initially moved into the store, the business customised the existing fitout to suit its needs. As the pop-up store was well received and the client base kept increasing, transforming the store into a permanent, ongoing concern was a no-brainer.

“It trades really well, so we decided to expand the store to fit,” Rigney said. “Our range has also grown since we opened here, and there’s a heavy emphasis on home and lifestyle. We sell the things that make the home more interesting or beautiful.”

The Zjoosh corporate colours are featured throughout the store. The walls, painted cabinetry and herringbone floors are white and pale grey, match the white and grey marble in the Zjoosh tableware and occasional tables range, and there are pale pink silk curtains in the dressing rooms. Adding to the luxe look is a large brass chandelier, which is complemented by brass wall lighting, and the many brass bar carts displaying items.

The interior architecture was designed by renowned design consultant Andrew Waller, whose retail clients include the Supre flagship Sydney store and Cosmopolitan Shoes. Waller’s design for Zjoosh’s molded cabinetry and fittings captures the luxury feel the brand aims for. “It has a sort of Hollywood Regency feel to it, “ said Rigney. “Glamorous but very feminine, very soft; it’s had the royal treatment.”

Broad base
The Zjoosh customer base covers a broad cross-section of demographics, from women of all ages right down to young children. Zjoosh keeps this customer base interested with a well-developed loyalty program and a very active presence on social media, especially Facebook and Instagram. Zjoosj also supports a number of Sydney-based charities, including Dress for Success, Bear Cottage and school bursaries.

More Zjoosh stores are in the works for Sydney for later this year. For 2016, Zjoosh will look to push beyond Sydney. Regional and interstate stores are under consideration for next year, but, as it always the case in retail, it will be dependent on the right locations being found.

Quality of staff
Zjoosh puts a strong emphasis on the quality of its staff that goes beyond mere general retail training. Rigney said Zjoosh looks for team members with strong retail management skills across core disciplines, but also focuses on the candidate’s qualities.

“You can train someone in business processes, product knowledge and sales technique, but basic kindness is intrinsic to the person,” Rigney said. “We have extremely low staff turnover. We like to think we are a nice place to work.”

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