Brown’s balancing act
The third generation of one of Geelong’s oldest retailing families is ushering in a new generation of customers, writes DAVE CAIRNS ONE of Geelong’s oldest retailing families is managing an interesting balancing act as they position their business as relevant and nimble while keeping faith with its traditional demographic.
The challenge for Brown’s Mensland in Geelong West is complicated by being a part of a buying group and representing a brand that has done little to evolve with the retailing landscape.
But treading its own path and diversifying have been key parts of the journey for the well-known family business that started in the 1950s.
Now it is third generation general manager Cameron Brown who is tasked with navigating the business into the future.
“Trying to position this store in a way that is not alienating previous customers who still resonate with the Mensland brand, but still progressing towards attracting a new generation of customers coming through is a challenge,” he said.
Mensland is one of handful of major brands owned by independent buying group Associated Retailers Limited.
Cameron is keeping options open as to how the business can remain part of the buying group but present a more modern marketing message, perhaps highlighting the family name.
Not that Brown’s intends going too young. It’s about leveraging their brand and their marketing to continue to be relevant and stylish while still catering to a mature demographic.
And it’s about being quick to act.
“If you are not jumping on the opportunities as they arise, you are missing out on the advantage of being a small business,” Cameron said.
“The best thing about a small business is you can mobilise quickly and respond to the market. Leveraging that advantage is important.”
Learning from trial and error is part of the process of being first to market.
“We can have an idea, run with it, if it doesn’t work, move on to the next one,” he said.
Despite its name, Brown’s Mensland has already proved more than a menswear store.
It’s corporate uniform and embroidery arm, has grown with support from major local clients to account for 20 per cent of the business.
“Now that the Brown’s Corporate Uniforms brand is holding its own … it justifies creating more of its own environment,” Cameron said. stand-alone
The store also stocks a range of plus-sized clothing and it has more recently targeted weddings and other hire opportunities.
Getting a closer relationship with the customer through a rewards program and developing an associated consumer database is another development in the past couple of years.
Cameron’s father, Peter Brown, is still a director and works in the business, as does his mother Trish.
The business was founded by Geoff Brown and was originally based in North Geelong across from the railway station and later in Pakington St where Geelong Fresh Foods is now.
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