Following the success of its pop up store in Sydney, as well as a recent runway event at Luna Park, luxury activewear brand Stax is aiming to launch a new flagship store in the future.
“We’re considering a permanent flagship in Sydney – the pop up has been extremely successful,” says Don Robertson, co-founder and creative director at Stax. “We are also working on Melbourne and Perth.”
As well as pushing to launch brick and mortar stores in Australia, Stax founders Don and Matilda Robertson also have their eyes on the US and UK.
This is a major leap from 2013 when Don owned a supplement store that wasn’t financially viable.
“Don pivoted and decided to focus on fashion – something he’s always loved,” says Matilda.
“Through the supplement store channel and community he built, Don was able to start selling branded t-shirts and saw a gap in the market for affordable, high quality women’s activewear.”
Much of the couple’s success revolves around their marketing strategies, including a strong social media presence, regular EDMs, as well as utilising a selection of dedicated influencers.
“We treat influencers as people who we have strong relationships with, that have been nurtured over the years since the beginning of the brand,” says Don.
“We truly believe we have a great product that brings value to them. If they agree and find value in the product, they are happy to share and work with us.
“We are big on relationship building, as opposed to just a one off paid post.”
From idea to customer
According to Don and Matilda, they consider everyone a Stax customer.
“We don’t make pieces for the minority, instead we focus on the majority,” Matilda says.
“Both Don and I challenge the idea of the ‘stereotypical customer’ – we don’t believe in that teaching. We pioneered the inclusive size range (from size xxs – 4xl) and are the first brand in Australia to do so.
“We aim to provide a luxury product at an affordable price – a brand worn and loved by all, including the likes of Lizzo, JLo, Megan Fox.
This mission is notable in their newly launched range Secondleft, a name that comes from the idea of doing things your own way.
“When everyone is going right, we go left – but not the first left, the Secondleft,” says Matilda.
The new range was showcased at a runway event in Luna Park Sydney, and, according to the couple, it was a creative, artistic display of the new range.
“We wanted to take people on a journey and showcase our new styles, new products and celebrate individuality – with the key message being ‘reveal yourself’,” says Matilda.
“The show also revealed our next collection, Premium Seamless Version 6 – our undoubtedly most hyped collection.”
Before the initial launch of a new collection, however, there is a process which the couple stick to, which begins with an idea and leads to vision boards and collaborations.
“Don pitches his ideas with the team, collects the teams thoughts and collaborates,” Matilda says.
“Design process begins with the product manager and Don builds colour pallets, perfects the creative concept, then it is submitted to the sampling department.
“We then receive the samples and go into fittings – Don then pitches it to Matilda. If she approves, the pieces are then submitted for production.”
Following this is the implementation of a campaign to launch the new collection.
“By core value, Stax is a brand for the people, by the people,” says Don. “We have built the brand by being very connected to our community and we do everything with our community in mind.
“We make sure that the runway speaks and relates to everyone, ensuring we have a representation in models of as many different types of people as possible.
“Diversity is a big focus of ours, in all areas.”