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COV ER S TORY
Greg & Dianne Timms – Sargeant Peppers Menswear Terrigal Revolutionising the local rag trade In today’s fiercely competitive retail environment, the only independent bricks and mortar stores that last the distance not only offer a significant point of difference but are also run by people who are in it for love. Greg and Dianne Timms know this only too well. After twenty-six years as the owner/ operators of Sargeant Peppers Menswear in Terrigal, they still have as much passion for their business today as they did when they purchased it in 1995, despite working seven days a week and weathering some storms along the way. Their genuine care for their customers, focus on quality and attention to detail in everything they do, from their merchandising and knack for styling to their social media presence and strategic stock procurement, has created a business that has stood the test of time. Scrolling through the store’s online reviews and Facebook comments provides a sense of the genuine respect and admiration that Sargeant Peppers fans have for this hardworking and refreshingly authentic husband and wife team. This story highlights that success in the traditionally cut-throat rag trade takes a lot more than just having great products to sell. Greg has been in retail fashion all his working life, starting out at General Pants, and working his way up to store manager with the chain. Dianne started her career in pharmacy before moving into fashion retail. He and Dianne met when he was manag-
By Phaedra Pym
ing the Warringah Mall store and she was working at General Pants Chatswood. They moved to the Central Coast in 1985. It was a time of growth and prosperity, a time when Gosford was enjoying its heyday, with Grace Bros and quality speciality shops well frequented by locals and visitors. Greg secured a job managing Trend Apparel Menswear in Gosford and worked there for eight years. Things were great for the first two years, however the opening of Erina Fair in 1987 caused a gradual shift away from Gosford and the onset of challenges for the town centre’s retailers.
“Right from the start, we knew we wanted to up the ante and bring in labels from Europe that no other store on the Coast was carrying and retain that exclusivity.” The owners of Trend Apparel also owned two other stores, Toscani in Gosford and Royal Regiment in Terrigal, which they later rebranded to Sargeant Peppers. The Terrigal store had always had a different look and feel to the other two, despite servicing a similar clientele. It’s fit out featured abundant use of recycled timber creating a welcoming ambience that appealed to the discerning over thirties male target market. When the owners decided to sell
all three stores, Greg initially had his eye on Trend Apparel, but after discussion with Dianne, the couple settled on purchasing Sargeant Peppers. It was their first venture into business ownership, and they took on the challenge with enthusiasm and optimism. Greg said, “Right from the start, we knew we wanted to up the ante and bring in labels from Europe that no other store on the Coast was carrying and retain that exclusivity.” Greg and Dianne also decided early on that they would run the store on their own rather than employ staff, knowing nobody looks after the customer as well as the business owners. Greg said, “Retail is a dying industry in terms of the lack of personalised service. That’s our strength and it’s what keeps us going.” Indeed, their outstanding customer service is a quality that has stood them apart from the outset and has enabled them to attract a loyal, predominantly local clientele. Dianne said, “If we didn’t have the locals on side, we would not have lasted. Other stores in Terrigal that have endured have also done so because of their strong local trade. I think a lot of people assume our business is reliant on tourists but it’s not like that at all. It’s 80% local.” Today the couple looks after several customers who have shopped with them for more than twenty years and even some second-generation customers. “We have many customers who have watched our kids grow up in the shop and have become good friends.”
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CENTRAL COAST BUSINESS REVIEW DECEMBER 2021
