Greg and Dianne Timms – Sargeant Peppers Menswear Terrigal

Greg & Dianne Timms – Sargeant Peppers Menswear Terrigal

By Phaedra Pym

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 managing 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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The Timms know the importance of continuous evolution and have evolved their labels over the years in line with global fashion trends. However, it’s not just about fashion trends. They know their market exceptionally well and understand what will work and what won’t. When ordering stock, which they do twelve months in advance, they commonly have particular customers in mind. Greg said, “You can’t survive in this trade unless you’re on the ground and get a feel for what your customers want. People expect quality from us and that’s what we deliver.” The couple is also strategic when making buying decisions. For instance, when Hugo Boss, a brand that sold well for them, began focusing more on department and concept stores than on the smaller independents and selling out of Hong Kong rather than at the local trade fairs, the cost versus benefit of stocking the label became unsustainable and they let it go. “We also know we can’t sell the labels Myer stocks and don’t try to. We couldn’t survive if we were competing against them and their sales. You’ve got to have that point of difference,” said Dianne. while they know Sargeant Peppers is a successful, saleable business, they have no exit strategy at this stage. They realise it’s hard to sell a business that has been under one ownership for so many years and that retail is far from the top of the desired businesses list. “Retail is hard work; it’s seven days a week and we only close four days a year. Not many people are prepared to do that. We do it because we love what we do. If it was a chore, we would have closed years ago,” said Dianne. Asked if they would ever consider opening a second store, Greg and Dianne responded with an emphatic no. “Unless you have the funds and backing behind you, it’s not worth it,” said Greg. “And the more you can control it yourself, the better off you are. If you’ve got several shops, you can’t be everywhere. It’s about the personal shopping experience with us.”

“People say bricks and mortar retail is dying and online is king. But we don’t believe that. Even our kids still love going into a store to see a garment, feel it and try it on.”

Dianne and Greg Timms inside their Terrigal store

The two greatest challenges the couple has faced in business have been the Global Financial Crisis, which taught them very quickly how practical and frugal men can be, and COVID-19, because of the uncertainty in 2020 and the fifteen-week mandated closure in 2021. However, they were blown away with the support of their customers, particularly during the most recent crisis. One positive that they say has come out of COVID for retailers like them is that it has made people a lot more conscious of supporting local small businesses. Dianne said, “People say bricks and mortar retail is dying and online is king. But we don’t believe that. Even our kids still love going into a store to see a garment, feel it and try it on.”

With their two adult children focused on their own careers, Greg and Dianne have no succession plan in place. Furthermore,

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