EXPANDED BRAND BOOMS
BRISBANE entrepreneur Ellen Powell has revved up the expansion of her new lifestyle brand The Somewhere Co just in time for Christmas.
She merged her stationery business Blushing Confetti and baby goods retailer Livvy + Harry to create the new brand in July, after the COVID-19 crisis up-ended the global retail market.
“Both brands had changed significantly since they first began and we had seen more and more similarities as they grew — from the product ranges and design, to the customers buying them,” Ms Powell said. “We realised that both audiences had the same values and interests but were at different stages in their lives, so we united the two brands to bring The Somewhere Co to life.”
Ms Powell has employed six new staff since July and earlier this month opened her first bricks-and-mortar store at Indooroopilly Shopping Centre in Brisbane.
“The prime location of our store ... has helped bring in customer after customer and our sales are already booming in the lead-up to Christmas,” she said.
“We have been thrilled with the support we’ve received.”
The rebranded business in two months generated the yearly revenue of Blushing Confetti and Livvy + Harry combined, she said, as it broadened its focus to everyday wares for home, work, baby and play.
“Also over the last 12 months, we have transitioned to more ecofriendly and sustainable products such as reusable shopping bags, reusable cups and lunch bags,” she said.
The company’s products are also stocked at hundreds of stores worldwide and sold through its website.