Australian ecommerce brand, The Somewhere Co. has signed on two retailers, The Iconic and David Jones, as its unique everyday wares gain a cult following in Australia and beyond.
Starting from humble beginnings as a small team in Brisbane in 2020, The Somewhere Co. reported 300% growth in the first 12 months followed by 90% growth in FY21-22. The team doubled to 40 employees in the last financial year and recently appointed its first international team member based in the UK as it eyes off international expansion.
The Somewhere Co. founder and CEO, Ellen Powell said the brand was born out of the idea and desire to create a community of adventurous and bold like-minded people.
“We wanted our customers to “go somewhere with us” whether it’s lunch in the park, a weekend trip to the beach or a workout class. We’re a one-stop shop of carefully curated everyday wares designed to help our community live with colour and passion,” Powell told Retailbiz in a recent interview.
According to Powell, the brand’s partnership with The Iconic and David Jones allows the business to continue building its community.
“Both brands are staple shopping destinations among our target market and we’re incredibly excited to help more people live their best colourful life. Connecting more people to the world of The Somewhere Co. is another step in our mission to growing the company here and abroad,” she said.
While many retailers avoided bricks-and-mortar stores during the pandemic, The Somewhere Co. opened its doors at Indooroopilly shopping centre, Karrinyup shopping centre and Melbourne Central.
“A key driver to our success was cultivating a workplace culture that inspired members to be brand advocates. Investing in team-building activities and creating a fun office environment has seen the team drive strong results and a powerful presence in the market.”
When asked about her priorities for the year ahead, particularly against a challenging economic environment, Powell said her number one focus will continue to be uplifting and empowering people – both her team and customers.
“Cultivating a passionate and positive team culture will continue to be at the forefront of our brand. Our secret to overcoming challenges is the talented team of individuals that help the brand grow and deliver exceptional customer service.
“Investing in my employees has proven to be fundamental to The Somewhere Co.’s success and will continue to be an asset. Outside of that, knowing your finances – budgeting is key. For those who don’t love a sexy spreadsheet (i.e. me) it’s going to be essential for any business going into an uncertain period.”