UPfront EOFY 2024 by frontlinestores

Thomas Cook Boot & Clothing Co turns 100 years old!

We answer some frequently asked questions.

2 Members stories which highlight the adaptability required in owning a retail store.

Frontline’s 2023/24 EOFY Wrap Ups!

EOFY 2024

Ray & Lisa from Hermans in Horsham. See P12 for the full story!

WELCOME & HAPPY E.O.F.Y!

This time of year can be hectic, with stocktakes, preparing for end of season sales, tax obligations etc. In the midst of this, we hope you can take some time to relax with this edition of UPFront.

In the past, we have included larger annual reports by division. This time we have streamlined those into bullet points, while expanding with a wider corporate overview, sharing some of the projects we have been working on, as well as those about to commence.

UPCOMING RETAIL EVENTS

FAB Event

Also in this edition, Thomas Cook Boot & Clothing Co turns 100 years old, we answer some frequently asked questions and we also feature 2 Members stories which highlight the adaptability in owning a retail store. As always, if you have any suggestions/leads for articles, our editorial team are always on the lookout for content – especially sharing successes or special achievements that others may learn from. Ask for Caitlin at Head Office to assist.

While business is tough across the country and also across apparel and hardgoods, our Head Office Team wish you well, and are here to support you.

UPfront Editorial Committee

Caitlin, David & Miro Frontline Stores

caitlin@frontlinestores.com.au

These are some upcoming retail events that Frontline Members should keep an eye on this year. Make sure to attend!

CENTURIES OF EXPERIENCE & KNOWLEDGE HEAD OFFICE TEAM

Increasingly, staff retention is an issue for retailers and businesses in general. When staff move on, there is usually a gap until the role is replaced, followed by a period of settling in and learning – all resulting in a loss (or drop) of productivity and service.We are fortunate and grateful that our Head Office Team are in direct contrast to this – with a total

FUN(D)-RAISING FOR BIGGEST MORNING TEA

of 357 years of employment!Tracey is our longest serving staff member with 33 years, and Caitlin is our shortest serving with already 5 years.

What does this mean for you? A wealth of knowledge and strong relationships that can only develop over time –resulting in the best service possible.

For the 12th year, our Head Office Team took part in this fun and important event for Cancer Council, raising $1,781.

While feasting on home-made treats that were donated by staff, we held games and raffles to increase the donations.

A major prize was donated by the Bendigo Jockey Club: An Umbrella package for Bendigo Cup Day – valued at almost $500!

Thank you to all who took part – our staff and our tenants.

4 MELBOURNE BUYING EVENTS IN 1 WEEKEND:

FAB Event, Life Instyle/Kids Instyle, AGHA Gift Fair, Reed Gift Fair

MEMBER DINNER

Sunday 4th August at Mr McCracken

(On-site restaurant, partly subsidised by Frontline, limited spaces)

MEMBER ORDER INCENTIVE:

Receive one entry per order written at FAB Event. 14 chances to win credits off your Frontline account, valued at either $250 or $500.

EXHIBITOR LIST

Acme Merchandising | REVO

Ambra

Austbrokers Countrywide

Bamboozld | Pussyfoot Socks

Bambury

Baselayers | Morning Honey | Love & Lustre

Blackwood Apparel

Boulvandre

Cambridge Clothing

Caroline K Morgan

Cherry Lane Australia

Contare Pty Ltd

Dents Est 1777

Expedition Apparel

Fashionbiz

Fash’N Splash

Felina & Conturelle

Fujian Footwear

Genevieve Swimwear

Humphrey Law

Implus Asia Pacific

Isusi

JB’s Wear

Joe Browns UK

Kingston Grange Bamboo Clothing

Koala Australia

Lee Originals, Wrangler, Riders

Manly Asia Pacific Pty Ltd

Mechmoto

Niltex Garment Corporation

Only & Vero Moda

Outback Trading Company

Pilgrim Clothing Company by Richard James P/L

Portwest

Reer Endz Underwear

Ritemate Workwear & Pilbara Collection

Rosdale

Sabena

Saint River

Slim Form Pty Ltd

Textile House - Rainbird

The Tie Works

Transanz

Triumph International

Vertigo Sports / Adventureline

Viceroy

Whispers Australia

x/dmg

Yarra Bank

MEMBERS-ONLY “WALL OF OPPORTUNITY” (W.O.O.)

Bambi Enterprises

Home Innovations - Bedroom

Home Innovations - Gifting

Legend Linen

Linen House

Magnolia Lounge

William A McNeil

Frontline Central

FREQUENTLY ASKED QUESTIONS

Over the past few years, our Head Office has seen a dramatic decrease of inbound calls – largely due to more online queries via email. We are more than happy to assist with your queries personally – it’s great to hear about how your business is going and how we may help. There are certainly some that can only be answered in person, but there are many that are available via our Member portal: Frontline Central (my.frontlinestores. com.au ) – which is handy outside of office hours.

Below are some of the more frequently asked questions…

Q: What are the upcoming trade show dates?

A: Once confirmed, these are always

visible in Frontline Central – on the top part of each page – usually a rotating banner. Due to venue and planning requirements, we usually have dates booked a year in advance, however these can change for a variety of reasons. If you are enquiring over 6 months ahead, please call or email us.

Q: Where can I find out what the Supplier abbreviation on my statement relates to?

A: Currently, we need to assist you with this via phone or email. In most cases, the abbreviation used is the first 5 letters of the Supplier name. If the Supplier has more than 1 word in their company name, then it can become a little more difficult. In our next upgrade of Frontline Central though, it will be included in the Supplier search function. Due by end of this financial year.

Q: Can you help me with some Supplier details? (eg phone number, Frontline discount, email address)

A: We can help you via phone, email – and all details are available via Frontline Central. Click on the red SUPPLIER DIRECTORY button, enter information you know, and a list of relevant matches will come up. Select the appropriate one and the Supplier Directory page with all information will be displayed.

Q: Who is my local agent/ representative for (Supplier name)?

A: The staff representing companies can change, so please call or email us and we will be able to help.

Q: Where do I source (BRAND NAME) from, and is it available through Frontline?

Frontline Central

A: We do our best to keep the information in our Supplier database up to date, and it is an ongoing task. You can call or email us, or use the label search function in the Supplier Directory of Frontline Central. Note that this search is exacting, meaning if you misspell a label, it may not show up. Also, some brands are licensed to many companies. One company may sell the apparel, another may sell the leathergoods. Our Merchandise Managers are more than happy to help you personally – and save you time.

Q: Can I please request a copy of an invoice or my weekly/monthly statement?

A: We are happy to help you via phone or email. These functions are also in Frontline Central:

For copy invoices, click on the red COPY INVOICES button, fill in the

form, and the request will be sent direct to the Supplier. They will then email you the document(s). You can request multiple invoices from the one Supplier in the one request.

For a statement, click on the red VIEW STATEMENTS button, click on the required date (for weekly or monthly), then click on “VIEW WEEKLY STATEMENT”, and the document will be downloaded immediately and directly to your device.

Q: How do I complete a claim online?

A: Completing an online “e-claim” is the fastest way to process a claim, and if the invoice concerned has been processed, then the credit is usually applied to your account within 24 business hours. The system will automatically apply discounts, and tally for you!

In Frontline Central, click on the “E-CLAIMS” button, and here you can either re-print a previously submitted claim or create a new one. Creating a new one requires information such as reason, original invoice details etc. When complete, press submit and print 2 copies: one for your records and one if you need to send back any goods. You will receive an automatic response from Frontline confirming our receipt of your claim.

Q: ARGH! What’s my password for Frontline Central?

A: You can either call us, and we will look it up for you OR, you can reset it on the login page: my.frontlinestores.com.au

For any queries, please contact: Frontline Stores Head Office 03 9888 5766 info@frontlinestores.com.au

FRANKIE PRATICO

I.T. CONSULTANT

This issue, we feature a Team Member who would not be known to many Members, but has quietly worked behind the scenes for several decades!

What is your role? What are your core responsibilities?

Technically, I am the I.T. consultant to Frontline, performing tasks on the company’s mainframe program and the website connections to it.

I suppose I am a jack of all trades though. When you work at larger sites, your job is more focused on one area. As Frontline is a small company, I perform all roles to support, design, test and code their ERP software.

How long have you worked for Frontline?

28 years – as a casual, in a “contractor” arrangement.

During that period, I have had children, but took no maternity leave. (I had another person working with me).

How did you come to work for Frontline?

Neeraj and I were working full time

at an I.T. company called Synergy. Frontline was a client of Synergy, and Neeraj was responsible for the Frontline account. Synergy realised they needed a backup person for Neeraj in case he was unavailable to help Frontline at any time. (Neeraj would travel to India and Singapore frequently, so a backup person was required).

I was a bit hesitant at first as I lived on the other side of town, and most of my clients were on my side of town. Neeraj informed me that it was only as a backup person and I would not have to attend Frontline in person that often.

I agreed, and somehow 28 years later I am still here – happily.

How has your role evolved over the years?

My role has mainly evolved through changes in technology and how we use it at Frontline. For example, we previously used the AS400 system , but have now migrated to .net.

What do you enjoy about your role?

I really enjoy working at Frontline. The Team are great to work with.

I love making changes to the system so it works more efficiently. I enjoy watching

the system being used, and how it makes tasks easier and more efficient. Finding workaround solutions to issues is also very rewarding. It helps make Frontline more flexible as a company. What are some challenges/difficulties you face in the role?

The major challenge is that technology doesn’t always work like it was designed to! Sometimes you have to think outside the square and come up with a different solution.

Educating the staff on change implementation used to be challenging – but less so these day. I think that’s because we are more adaptable ourselves.

What training/education did you undertake – and do you still need to adapt/learn evolving technologies?

I have a Bachelor of Applied Science but the best training/education you get is doing actual everyday work!

As we know, technology is changing all the time – and quicker than ever before. When stuck, best resource is of course GOOGLE!!!

100% AUSTRALIAN FAMILY COMPANY CRAFTSMEN SINCE 1924

near Geraldton, Western Australia. He Bridgetown. He said many years later

Thomas Cook

Lachlan Cook (4th Generation)

Murray Cook (3rd Generation)

Thomas Cook (1st Generation) Tom Cook (2nd Generation)

Andrew Cook (4th Generation)

Lachlan Cook (4th Generation)

Thomas was making boots during the week and boxing on the weekends. He had several fights at West Melbourne stadium (which became Festival Hall) and remained undefeated for the first 15 or 16 fights. Then came the knockout. That moment waking from unconsciousness was a turning point for Thomas. Though he fought and won a few more bouts, he’d already decided against a career in boxing and turned his mind to making boots full time. With a strong work ethic, he continued at Joyce and Howe and, with his boxing contacts, started making boxing boots with his mate Jim Murray. They would start early in the morning and return in the evening after they had both finished their regular hours at their jobs. They made boots from a tin shed in Northcote, supplying other boxers. This continued for several years, but now, Thomas was married, and with a young family, he decided it was time to stop working at Joyce and Howe and they purchased a shopfront in High Street, Reservoir and started trading under the name of Marksmen Shoes. With the dedication that both Jim and Thomas poured into the brand, it soon took off and they purchased the shops next door and knocked them down to build a

small factory. With the help of Thomas’ wife, Doris, who continued to stitch the boots together, the range grew to include football boots and dress shoes. Thomas and Doris’ son Tom Jnr. started his career in advertising at both General Motors Holden and then at the age of 27, took up a position at Volkswagen as Advertising Manager Australasia.

In 1966, after 4 decades of hard work, Thomas and Doris were looking towards retirement, so it was time for Tom to join Marksman Shoes, working alongside Jim’s son Bill. Tom started at the bottom and worked his way up. He spent the first 2 years working on the machines, which was a very good grounding, and then became the company sales representative. In 1972, the business was handed down to both Tom Cook and Bill Murray and they rebranded Marksman Shoes to Murray & Cook Shoes. They specialised in fashion shoes, making everything from a men’s regular shoe to shoes with 5-inch platforms and everything in between, which became the symbol of the 1970’s fashion and were leaders in these styles.

In 1975, Tom was made president of the Victorian Branch of the Footwear Manufacturers Association of Australia, but it was a point of tension for Bill

Murray. Things got more and more acrimonious in the partnership and, in 1977, they both decided to part ways. In that same year, Tom starts Thomas Cook Footwear, and through his contacts from the Footwear Manufacturers Association, he approaches Ian Harold from Harold Shoes to start making boots to Tom’s designs and takes over a few offices and a small warehouse at the front of Harold’s factory that had not been used for years.

As orders start to increase, Tom’s wife Kay and son Murray join the business in 1978. Tom and Kay start looking for new opportunities to head overseas and, through one of Tom’s contacts from his overseas buying trip days at Murray & Cook Shoes, talks with a French wholesaler who specialised in selling to Men’s and Women’s clothing retailers, including Jean shops, with his range of boots. While in Nashville, Tennessee, they see an opportunity to sell American Western boots in Australia and order 100 pairs to start off with.

On their return, Tom hits the road to show the small range of boots, including the new Western Boots to potential stockists. He travels from Melbourne to Cairns and then out to Mount Isa and

Tom Cook

Murray Cook

Four Generations

back to Melbourne, opening many new accounts along the 12,000-kilometre journey.

In the early 80’s, Murray introduces a small collection of country clothing to complement the range of footwear. Tom takes a pair of Moleskins on his next sales run up north, and by mid New South Wales had sold over 1000 pairs, so Thomas Cook Footwear is now in the country clothing business. It was only appropriate that they change the name to Thomas Cook Boot & Clothing Company and expand their range to include oilskin coats and hats. On one of Tom’s overseas trips in 1988, he is taken to a Banana Republic store and shown their range of Travel and Safari clothing and he knew that the look could be sold in Australia. He buys a few samples to discuss with Murray on his return. The Thomas Cook Adventure clothing range is developed and shown to retailers throughout Australia. The brand is extremely well-received and saw recognition from many countries internationally.

Thomas Cook Boot & Clothing Co. continues to expand and, in 1994, take on the distribution of the American Western brand, Wrangler, which celebrates a 30-year partnership this

year. During this time, Thomas Cook has also had a very successful and long-lasting partnership with the fastest growing boot company in the world, Twisted X Boots.

In March of 2020, their North Queensland territory manager read in the paper that Bullzye had gone into li quidation, so it was an opportunity for Thomas Cook to purchase the brand. Murray had watched this brand for many years and loved where it sat in the Australian market. They contacted the liquidator who said the transfer to another Melbourne based company was almost complete, but because of the turmoil and uncertainty that Covid was causing throughout the country, they decided to rescind their offer. Thomas Cook then pushed on with the purchase.

Together, Murray and his wife, Sue, who manages their team of 12 territory managers within the company, continue to adapt to changing markets and strengthen relationships with over 1,200 customers across Australia and New Zealand.

Now, the family business which Thomas Cook Snr has started includes Lachlan Cook, who is working alongside his

parents Murray and Sue Cook and learning the many different aspects of the business. He is helping to support our stockists by driving sales to them via social media. One of the benefits of Covid was that many people moved from the big cities to small towns throughout Australia, which further embodied the brand ethos of Thomas Cook, which is to support local stockists, to push for local sales and to keep the money in the towns and provide employment opportunities, hence giving the local population a purpose and reason to stay. While many other brands are chasing sales from the end consumer, Thomas Cook Boot & Clothing Co. continues to support stockists by directing them to purchase from the local stores in their towns all over Australia and New Zealand.

The evolution of the business doesn’t, however, mean that the true north of the company has changed – it will always be about craftsmanship, family, and honest hard work with a focus on supporting local stockists.

For more information, 03 8872 7272 sales@thomascook.com.au www.thomascook.com.au

Left to right: Lachlan, Kay, Sue, Murray, Andrew & Tom Cook

Lachlan CookSue CookMurray CookAndrew Cook

HERMANS OF HORSHAM THE GIFTWARE GROUP FRONTLINE…

A 3-WAY PARTNERSHIP

For 57 years, Hermans of Horsham has been trading in the rural Victorian city of Horsham. The store was opened as Hermans Interiors in 1967 by Ray‘s parents, Dick and Ann Hermans. The business started as a boutique decorator store which carried an array of wallpaper, curtains, furniture, and soft furnishings, together with a range of teak Parker furniture, as well as décor pieces and tableware.

Ray officially joined the business in 1983. Ray’s vision for the business involved diversifying and changing the store’s direction to follow the needs of his customers, becoming more kitchenware based. Upon his father’s death Ray further extended the business in this direction while maintaining the range of décor giftware and tableware. In the early 2000’s the business expanded, and the name then changed to Hermans of Horsham. A family operated business, now run by Ray with

the help of his wife Lisa, Hermans of Horsham is in the heart of Horsham’s main shopping precinct and offers one of the most extensive ranges of gifts, homewares, cookware, and kitchen essentials in Western Victoria. Hermans stocks leading brands, such as –Dreamfarm, Avanti, Pyrolux, Magimix, Woll, Swiss Diamond, Scanpan, Esteele, Furi, Global, Victorinox, Stanley Rogers, Maxwell & Williams, Ecology, Mason Cash, Krosno, Luigi Bormioli, Glasshouse, Circa, Willow Tree amongst many others.

Ray explains that trends and developments in homewares and décor have changed dramatically over the last 50 odd years, and in order to stay meaningful, he understands the importance of being open to constant re-invention. At Hermans of Horsham, Ray and his 5 staff members, genuinely care about their customers’ purchasing decisions, offering friendly customer service, excellent product knowledge that is backed up by an impressive array of products. They service a customer base of both loyal locals and travellers that drop in and shop, time and time again. The business has become a

household name across the Wimmera, Mallee, Western Victoria, and SouthEast Australia.

Hermans of Horsham joined The Giftware Group in 2001, to assist with improving the store’s marketing, as well as to network with likeminded shop owners. For further overall support and to take advantage of supplier discounts, Hermans of Horsham joined Frontline in 2012.

Ray quickly found that the connections within The Giftware Group opened the door to other opportunities, like getting on top of emerging trends sooner than he otherwise would have. Ray explains that each Giftware Group member maintains full independence in running & marketing their own store and continues the same relationship with their suppliers. Throughout the journey, Hermans of Horsham understands the key to success is the value of industry association and strength in numbers to maintain buying power in an increasingly competitive and evolving environment. The decisions to join with the Giftware Group and Frontline have been key to staying ‘at the front of the game’

Ray with family, 1967

and Ray and his team remain positive about exciting opportunities ahead for Hermans of Horsham with the Giftware Group.

The Giftware Group (GWG) is an elite group of independent homewares retailers that formed predominantly for catalogue purposes. The group works closely with Rachel from Frontline, the group’s Brand Manager. Rachel, along with the GWG voluntary committee members (the group is lead from within), oversees the entire catalogue process from product selection, negotiation with suppliers, right though to catalogue photoshoot and distribution. Rachel also provides all instore point of sale and social media content to support the printed catalogue. They distribute around 1million catalogues over 2 campaigns –Mid-Season and Christmas. As a group, or as individual stores, they work with Rachel throughout the year on various other projects too. The Giftware Group members achieve unique benefits that maximize and strengthen margins and profitability and provide valuable retail experience for their customers. As a GWG member, through Frontline,

they access professionally-produced marketing support at a subsidised cost. The members also gain additional time and cost-saving benefits which will further strengthen their presence in the marketplace, increasing opportunities for success. If

Ray styling the GWG Photoshoot

NEW MEMBER

DIMBOOLA TRADING COMPANY.

Nestled in the heart of Victoria, lies a town that encapsulates the essence of rural beauty and community resilience: Dimboola. Surrounded by vast stretches of golden wheat fields, tranquil riverbanks, and the whispering winds of history, Dimboola offers an inviting atmosphere to all who seek an authentic Australian experience.

Into this idyllic setting step Alethea & Chris fresh from corporate jobs in Adelaide. Alethea coming from a highpowered position in the Australian wine industry and Chris from the world of film, television and owning his own video production company. Both were seeking a tree change from the hustle and bustle of busy city life in Adelaide and were originally searching for an opportunity to buy an existing pub or start a wine bar which could use Alethea’s contacts in the wine industry and build their knowledge of the hospitality industry. After a couple of false starts Alethea and Chris stumbled across an existing Mensland business in Dimboola. The long serving ARL member was wanting to retire but had failed to find a buyer for the business. Never ones to knock back a challenge Alethea and Chris decided to give the “clothing trade” a chance and so Dimboola Trading Co. was born.

With a new enthusiasm and a keen eye for detail, a new logo was designed, and the old existing store was given a fresh new makeover. The old stock was “cleared out” and a new range was planned for the updated space. Frontline was chosen as their new preferred partner for their upcoming venture and so started their journey of discovery into the apparel business.

On first taking over the store the stock situation was their first priority. On sorting through the stock that came with the business they found that most of it was unsalable, with some trousers and shirts up to 30 years old!! This they then set about clearing through markets and some even found its way into Op shops in other towns!! Then came a make-over of the premises with Chris and local tradies re-modelling the store, a fresh coat of paint was next, a new name and logo and then the launch of Dimboola Trading Company was underway.

With their new found association with Frontline came the introduction to a plethora of new brands. They listened to their customers requests and stocked the store with what the local Dimboola residents wanted, introduced some of their own ideas and have now seen the sales take off. While both Alethea and Chris concede they have a long way to go to make the new store a viable profit making business they are well on the way and having fun in the process.

With their want to be accepted into the local community Alethea and Chris have thrown themselves into their new Dimboola lifestyle - Bill sharing his electronics expertise with the local football club in “fixing” the new electronic scoreboard and now being the “star” operator, and Alethea joining the local golf club to not only join the ”hit & giggle” but also help out with the fundraising events! They have also purchased a property in Dimboola and can almost call themselves “locals”.

While they both admit they have a lot to learn about clothing retailing they have thrown themselves into the business and are learning all they can from their membership of Frontline and the advice of their Preferred Suppliers. Integral to their education is of course listening to their local community and fulfilling the needs and wants of their new community.

At the heart of Dimboola lies its greatest treasure: its people. Here, neighbours greet each other with warm smiles and open hearts, forging bonds that withstand the test of time. Whether it’s lending a helping hand to a farmer during harvest season or gathering for a barbecue at the local park, the sense of camaraderie in Dimboola is palpable. This is the real reason this couple feel so much home and feel they have found their “place” in the close-knit community.

EMBRACING SUSTAINABILITY, E-COMMERCE & SOCIAL MEDIA TRENDS

It’s important to stay ahead of the forever-changing trends of marketing for your business to thrive. In 2024 there are several key trends that we should be focusing on, a heightened focus on sustainability and green marketing, the continued rise of e-commerce and social commerce and the evolution of social media platforms.

Sustainability and Green Marketing

Businesses are increasingly adopting sustainable practices and incorporating green marketing strategies into their campaigns. From using recycled materials in packaging to reducing carbon emissions in the supply chain, businesses can demonstrate their commitment to environmental responsibility. Incorporating eco-friendly messaging into marketing materials not only resonates with environmentally conscious consumers but also sets a positive brand image.

E-commerce and Social Commerce

The shift towards online shopping has been accelerated in recent years, with the COVID-19 pandemic further

driving the world of e-commerce. As consumers continue to embrace the convenience of online shopping, businesses should consider prioritising their digital presence and e-commerce capabilities. In addition to traditional e-commerce platforms, social commerce is gaining traction as a powerful sales channel. Social media platforms such as Instagram and Facebook are increasingly integrating shopping features, allowing users to discover and purchase products without leaving the app. This convergence of social media and e-commerce presents new opportunities for businesses to reach and engage with customers directly.

Social Media Trends

A trend is the rise of temporary content. Platforms like Snapchat, Facebook and Instagram Stories have popularised short-lived content that creates a sense of urgency and FOMO (fear of missing out) among users. Businesses can leverage content to showcase behind-thescenes moments, exclusive offers, and real-time updates, fostering a deeper connection with their audience.

Another trend to watch is the growing popularity of interactive content. Polls, quizzes, and interactive posts encourage active participation from users, driving higher engagement and fostering meaningful interactions.

Need Help?

If you are someone who is struggling to come up with content and ideas, leveraging tools like ChatGPT, you can brainstorm creative ideas for interactive content and craft engaging social media captions that spark conversation and interaction. On a creative side, tools like Canva helps businesses to design posters, flyers, and social media tiles that capture the attention of potential customers. This can save you time and money hiring someone in your business for your simpler marketing promotions and being so easy to use, you will have full control of the campaigns.

By embracing sustainability, optimizing e-commerce and social commerce strategies, and staying abreast of social media trends, businesses can effectively engage with their audience and drive success in the digital age.

For further marketing support and advice on how to best market your business in 2024, reach out to Frontline Stores. Together, we can explore strategies to elevate your brand and achieve your marketing goals.

For any queries, please contact: Caitlin Ryan | Marketing Manager 0434 029 742

caitlin@frontlinestores.com.au

WRAP UPS

Frontline consists of lots of different businesses unified by being independent and part of the Group.

While some may still be faring well, others may not – and this is an overall snapshot of the financial year for the Frontline Group in total. It may not be indicative of your particular business.

Reviewing the year for us, like our Members allows us to celebrate successes (and continue with these), while also looking at where we can improve – eg. needing further resources or perhaps new strategies to deal with current and emerging challenges.

One of Frontline’s strengths is the diversity within the Group in product categories, and the locations of our Members right across Australia – this

helps us ride the economic forces. Typically, some parts of the business are up, some are down. Certainly through the COVID-19 years, the regional location of most of our Group coupled with limited international travel and even travel outside local areas was a huge plus business-wise, and gave us 2 years of increased turnover – 2 of the best in recent times….but as we know, retail is all about ups and downs.

We look set to end the year on Total Member Purchases of circa $80m, down approximately 15% on the previous financial year. If we look back to pre-COVID (FY18/19), then the result is somewhat different (up 3%).

Inflation and the cost-of-living crisis has affected all parts of our business. With all divisions being impacted, we have been cautious with expenses,

and looking at a slight operating loss for the full year.

While our total membership has dropped from 573 as of 1st July 2023 to 557, we continue to have an excellent “retention rate” when a business sells – and the new owner typically revitalises the business (and throughput).

Financially, our balance sheet remains strong, with our main investment –our Head Office building valued at $9m (2021 valuation). Our Head Office team occupy ¼ of the floor space at least 2/3 of the remaining space being leased to other businesses. Our cash reserves remain very strong, through careful management of company finances on behalf of our Members and Suppliers.

Miro, Deb & Travis visited The Stable Door, Bendigo

We asked our Merchandise Managers for their highlights of the last year…

MENSWEAR

• North Swell Agencies (Blackwood Apparel): a new brand not only to the Group, but to the market, and already in its second season. Stores have latched onto this brand with great prices (and quality for the price). It is rare that a new brand sees such fast attraction.

• Tomy (John Deere): This is another company that is rapidly gaining traction through the Group – and with a brand as well-known in rural areas as John Deere, it’s no surprise. Their apparel and accessories are perfect add-ons that sell themselves. We expect great things from this brand.

• Cambridge Clothing: For the second year running, Cambridge have achieved sales of more than $1m through the Group. This past year also saw their acquisition of the Ganton shirt brand.

DIGITAL

• We have launched sportfirst. com.au – a national e-commerce site for the Sportfirst group, where stores can now fulfil orders placed on the national site as part of the e-commerce program.

• Shopify Sites built by Frontline for

members are now $2,990, $2,490 (ex. GST).

• Members who purchase a Shopify site also get 6 months free membership.

MARKETING

• We have started training Members in template sites such as Canva & Adobe Express to help them market their own stores freely.

• Started educating Members upon request on AI and how they can utilise it in their business for marketing. E.g. ChatGPT.

• Member marketing support is at an all time high to assist in getting through the slow times in retail.

SLEEP DOCTOR

• sleep doctor conducted a group meeting in Melbourne in May, including Supplier visits where they re-connected & strengthened relationships.

• New key Suppliers were identified.

• An updated marketing strategy was created.

HOME LIVING

• Jellycat (plush toys) from Preferred Supplier Is Albi continues to go from strength to strength. This year marked

24 years of JC, resulting in huge amounts of print/social media buzz. Many of the Frontline members are riding this wave!

• With continued demand for Australian made and natural content bedding, we identified a gap in the blanket market. Working in partnership with Purax and Member, Daleys Homewares, an exciting natural feather blanket range has been developed. Initial trials with Daleys have had amazing sell through and Purax is now expanding the colour range options.

• Major supplier, E. C Birch is gaining strength through continued acquisition of other key Suppliers such as Sydney Sewing Supplies. This created systems issues in calculating member discounts, but we are excited to confirm their agreement to Frontline taking control by deducting a 12.5% settlement from Birch. (10% discount & 2.5% terms)

FOOTWEAR & LIFESTYLE

• The rise of the Crocs! Another amazing year for this controversial brand. 180% percent up on last year and in high demand, this brand now makes up 11% of the Footwear categories revenue, and that’s only with 25 members placing orders!!

• Holster is a new brand that

David S visiting Michael Musarra Menswear, SA

Deb and the Sleep Doctor Team

Sleep Doctor visit to the Comfort Sleep Factory

continues to grow within the Footwear category. Joining in 2020, this female footwear brand with its environmental message continues to be a growing brand of choice for our Members currently 21% up on a strong year last year.

• New Suppliers BESTSELLER and Colab Fashions(Joe Browns UK) have brought a real international flavour to the Lifestyle category. BESTSELLER is a Danish company with a fantastic presence throughout Europe and with strong sales in retailers like Myer, this is a great brand to have on board at Frontline. Similarly Joe Browns is a fantastic UK brand that has an eclectic mix of products that should allow them to be relevant to all our Members.

RETAIL SERVICES

• Whilst 55% of our membership are using our services in some way, there is still a huge opportunity for growth in this category and we will continue to promote these savings to our Members.

• As above the last 12 months have seen a real focus on our messaging to our Members on the benefits and savings that the services category provide. With a featured section in all our weekly newsletters along with a focus on key information from the ARA our Members might find beneficial or important to their business. This will be a continuing focus for this category

• So much of what Retail Services provide is not realised in our revenue number. With key services

like Afterpay, CBA & NAB eftpos rates, Qantas Club, rental cars and accommodation, all these services are purely set up as a benefit to the Members but there is no throughput to Frontline. Similarly all the work we do with the ARA is purely for the Members’ benefit and we try to maximise this relationship both as a resource but also as a support for our Members.

OUTDOORS/ WORKWEAR

• Group Buys with WWG and extra discounts provided by Bisley have seen some great spikes in sales for the Members. Look out for the new Group Buys at the FAB Event along with new supplier XDMG!

• Adventure Trading (ex Oztrail) continue to be the back bone of the Outdoor Division. Excellent price targeted products provide a terrific option for Members expanding into the Outdoor and Camping category.

• The Outdoor Division will focus on two important Trade Shows in the near future. AFTA will be conducted in August on the Gold Coast and the Australian Adventure Expo (ORA) will be conducted in Brisbane in March 2025 – it would be great to see as many Members there as possible.

WOMENS AND INTIMATES

• Womens apparel has seen the continuation of the more relaxed dressing across the board – with the likes of Caroline K Morgan, See Saw and Equinox enjoying increases in sales across their ranges.

• Go Girl has also seen their new range La Sofia, featuring on trend classical linen and silk pieces made in Italy is being well received with retailers.

• The Intimate Apparel division has also seen significant changes with their supplier offerings, with some suppliers scaling back on sizes available in specific styles – and other suppliers expanding their ranges to offer more to Members.

SPORTFIRST

• After a tough 12-18 months, we can now sustain and look to grow the business. This includes moving to a franchise model, which is exciting allowing for a one group mentality, better buying power as a group and better trading terms. Our new Marrickville store in metro Sydney has just opened, and we will be finalising other deals for shopfits in other stores across the country - both metro and regional. New stores will also be installing digital screens in stores/ windows, with the first one in the next few weeks.

• The national website launched with 2 stores, and more will be added over the next few months. All stores who are online will be on Retail Express.

• We are working closely with our stores for their LAM – local clubs and sponsorships. We are seeing an increase of our stores working with clubs sponsoring them with ‘player of the match’, SPORTFIRST name on tops.

Sportfirst Mount Barker

Our top Supplier for the year was once again Thomas Cook Boot & Clothing Co. who continued to see growth.

In alphabetical order, our top 20 Suppliers are as diverse as our membership, and include:

Accent Group

Adidas Asics

Bisley Workwear

Brand Collective

Cambridge Clothing

Canterbury International

Caroline K Morgan

Comfort Sleep Bedding

Fashion Biz (Aust)

Hanes Australasia

JB’s wear (TSCO)

New Balance Australia

Puma Australia

Ritemate Workwear

Stage II

Thomas Cook Boot & Clothing Co.

Triumph International (Aust)

Voyager

Workwear Group

What do these have in common?

Strong brand presence, marketing,

continual innovation and a strong alignment with our Members’ customer base.

Our Head Office Team of 20 needs to run like a well-oiled machine, to ensure that the collection of money from Members is delivered to our Preferred Suppliers accurately and on time. Similarly, our Merchandise Managers are in contact with their network, assisting and exploring opportunities. We are certainly in the relationship industry – and feedback from our stakeholders is overwhelmingly positive – but something we must strive to keep up and adapt in the world of retail technology.

Elsewhere in this edition of Upfront, we have reported on the total length of service by our Team. Here are 3 Team Members with notable achievements in the last financial year.

Vanessa Petherbridge (Accounts Payable Co-ordinator) – 30 years of service

Glen McLeod (C.E.O.) – 10 years

Miro Kroon (Menswear Divisional Manager) – promoted to General Manager

The business has recently undertaken a complete S.W.O.T. (strengths/ weaknesses/opportunities/threats) analysis, from which strategies will be derived. These strategies need to not only see us through good times, but also future-proof the business. Also key to this process was indepth feedback from all Head Office staff, resulting in an abundance of ideas – many of which are being

WRAP UPS

implemented across various facets of the organisation.

Some of these are:

• Expanding our services offering to Suppliers

• Extending our network –collaborating with other organisations for mutual benefit

• Adapting FAB Event after feedback from Members and Suppliers

• Sportfirst continuing to evolve in line with industry expectations

• Upgrading the office space where Frontline occupied, to entice new tenants

• Sportfirst national e-commerce site roll-out

• Moving more files/data to “the cloud” which enables the business to continue uninterrupted if there was an issue at Head Office, also moving towards eliminating the need for a disaster recovery space hire etc

While we all await an upturn in the economy, Frontline will continue to refine and explore further benefits and efficiencies for our Members.

In closing, we are grateful for the continued support of our Members, our Preferred Suppliers and Head Office Team. Together we are infinitely stronger.

For any queries, please contact: Frontline Stores, Head Office 03 9888 5766 info@frontlinestores.com.au

Caitlin & David W at ORA Sharon Visiting Davis Manner

Sam Visitng Inside Out Clothing

Contact Travis McKenzie for more Information: travis@frontlinestores.com.au

BIG BANKS OF AUS EFTPOS Rates

Frontline Members can enjoy easy, secure and reliable card payments with EFTPOS. Call our Head Office for guidance of who to bank with and get the best deals at the current time.