The best retail fitouts do more than look good – they are a commercial tool designed to attract customers, drive conversions and keep them coming back. Yet all too often, retailers underestimate the amount of detail, coordination and foresight a fitout demands.

“Getting a retail fitout right is part art, part logistics,” says Matt Lane, CEO at Unita, a national fitout company that has delivered more than 5000 retail spaces across Australia. “It’s about translating brand vision into a space that performs – financially, operationally, and experientially.”

Lane notes that the process unfolds across several key stages. Each one can make or break a project’s outcome, from budget and timing to the retailer’s ability to achieve sales targets post-opening.

Stage 1: Clarify what you’re getting – and what you’re not

The first step, Lane says, is avoiding assumptions. “Landlord agreements can make or break your budget. Always confirm what’s included and get it in writing.”

Base-building or ‘Category 1’ works are a common source of confusion. These may cover essential services such as plumbing, power and air conditioning – or they may not. Likewise, incentives such as fitout contributions or rent-free periods can be valuable, but only if you understand the terms that unlock them.

“You need total clarity on when you can access the site, what you can change and what heritage or make-good conditions apply,” Lane advises. “Surprises here can throw off both your budget and your opening schedule.”

Stage 2: Lock the design early

“Good design drives everything,” says Lane. “It’s not just about aesthetics – it’s about cost, compliance, how efficiently the build comes together, and how the customer experiences the final space.”

Locking in the design early gives both retailers and builders a solid foundation. It enables accurate estimates and reduces costly rework in the future. Detailed drawings and 3D visualisations, Lane adds, are “more than pretty pictures – they’re alignment tools,” helping all stakeholders understand exactly what’s going to be built.

Early contractor involvement is another hallmark of a successful fitout. “Your builder should be in the room from day one,” Lane says. “They’ll spot buildability issues, flag smarter sequencing, keep you on budget, and ensure the design works just as well on site as it does on paper.”

Stage 3: Know the building you’re walking into

Even the most well-planned build can stumble on hidden issues. “Some sites come with baggage – asbestos, water damage, plumbing that’s seen better days,” says Lane. “The right reports before works start can save a fortune in time and stress.”

Beyond the physical condition, regulatory approvals can also slow projects. Development applications, fire safety, hydraulics, or heritage compliance all have long lead times. “The earlier you tackle approvals, the smoother the build,” Lane says. “It’s the single biggest factor in keeping your project on track.”

Stage 4: Be realistic about the budget

A transparent and honest budget conversation upfront pays dividends in the long run. “Be transparent about what you have to spend,” says Lane. “A good builder will help you get the most out of your budget, not just spend it.”

Cost planning starts in the design phase with high-level estimates, but it’s the tender stage where the numbers crystallise. “This is when you can look at value engineering – small, smart adjustments that deliver the same impact for less,” Lane explains. “It’s not about cutting corners, it’s about building smarter.”

Stage 5: During construction, keep decisions flowing

When the build begins, the speed of decision-making becomes critical. “Keep your decision-makers involved and available,” Lane says. “Fast answers mean faster progress.”

A precise site measure before construction starts is essential to confirm that plans match reality. From there, coordination takes centre stage: managing trades, suppliers, inspections, and timelines, all while maintaining high quality.

Lane stresses the importance of transparency. Variations are inevitable. “The key is to handle them early and fairly. It’s about open communication – not surprises on the final invoice.”

Stage 6: Handover and opening

The final stage is where pressure peaks. “This is the home stretch,” says Lane. “A good builder will push to hit your opening date with minimal defects and clear communication on what’s left to close off.”

Having some leeway built into the schedule helps absorb the inevitable last-minute hiccups – and keeps launch day stress to a minimum.

Case study: Snowscene – turning fitout into experience

Few projects illustrate the power of an intentional retail fitout better than Snowscene, a Queensland store that reimagines what ski retail can be. Designed to transport customers from the tropics to the Alps, Snowscene merges retail, travel and sensory immersion into one destination.

Every detail is crafted to evoke the excitement of a ski holiday: A ‘Goggle Bar’ where shoppers can sip Champagne while being fitted for helmets, and a cold room that plunges to minus 20 degrees, allowing customers to test winter gear in real-world conditions.

“For us, a customer’s ski holiday starts the moment they walk through the door,” says Hayden Foy, Snowscene founder. “We wanted the fitout to create that feeling before they travel – to make fittings an experience, not a transaction.”

Behind the scenes, collaboration was key. “Unita was deeply involved from day one,” Foy recalls. “They asked thought-provoking questions, challenged our assumptions, and made sure every idea translated into the space we envisioned.”

That partnership produced a store that doubles as both a boutique and a travel agency. Through a grand archway, shoppers enter private consultation rooms where Snowscene’s travel experts plan bespoke ski or ‘Sunscene’ getaways.

The cold room, Foy says, became “the crown jewel” of the store. “It’s something no other ski retailer in the country has – and it’s given us the confidence to lean further into that luxury retail experience.”

The clear takeaway: Plan, don’t wing it

For retailers, Lane and Foy underline a clear lesson from fitout management and execution: The best stores don’t happen by chance. They’re the result of disciplined planning, rigorous communication and a builder who understands that every design decision ultimately serves one purpose – helping the business perform.

“A fitout isn’t just about building a space. It’s about building a space that sells,” concludes Lane.

• Download Unita’s free guide, From Lease to Launch: A Step-by-step Guide to Retail Fitouts, for more valuable tips and guidance on planning and executing a design-led fitout for your retail space. Learn more about the dream construction team, and the importance of choosing a collaborator, not a contractor.