Tania Austin relaunched the Decjuba brand ten years ago, rapidly expanding it from eight stores to 90.
Austin, also co-founder of Cotton On, hasn't slowed down since with the launch of Decjuba Kids and D-Luxe Basics.
Here, she reveals her path to success.
You purchased Decjuba in 2008, how has the brand changed in 10 years?
So much has changed! The brand has gone through a huge relaunch, centred around delivering amazing at every touchpoint. We apply this to everything we do, from our in store and online experience to offering next-level product and delivering on a philanthropic level too.
We’ve created an amazing growth mindset, so we’re always looking forward, challenging ourselves and innovating.
There has been big changes to the product offering, ensuring that it is 100% on brand, and also the introduction of new brands D-LUXE Basics & Decjuba Kids that allow us to reach a different customer.
And of course, building an incredible team has also been a focus during the journey. Investing in dedicated team training and development programs has been key to our success.
What changes are you most proud of?
We’ve weaved philanthropy into the Decjuba way of life, through collaborating with charities and organisations that resonate with us. The response from our customers to this aspect of the business has been overwhelming and I’m so proud of the impact we’ve made, particularly through our long-standing partnership with The Hunger Project.
Tell us why you wanted to celebrate the 10 year milestone?
We’ve achieved so much in 10 years, but what we value most is the amazing community we’ve built along the way. Without our Decjuba customers none of this would be possible. We’re customer focused and take our customer feedback seriously, so they’re at the heart of the Decjuba journey. Our 10 year celebrations are about giving back to them.
It’s also an awesome opportunity to reward our team. We’re celebrating the success we’ve created together, so we’ve also got amazing activations and incentives lined up for them, they’re a big part of the celebrations.
What are customers going to see with the 10 year celebrations?
We have a long list of birthday celebrations planned! Customers will be super excited about our exclusive collaboration with ModelCo, massive giveaways, free styling sessions and limited edition ‘Fearless’ pieces, which are a reflection of our journey. Our customers favourite bloggers will also be on board to celebrate. There is so much going on, it’s going to be awesome for our customers!
Can you give us some insight into the next 10 years?
While I can’t give away everything we have coming up, I can tell you we have no plans to slow down. There are so many exciting things happening, even before this year’s out. We’ve got an exclusive collaboration with New York based blogger FIGTNY coming up at the end of July, which will be a massive game-changer.
Store expansion is always a focus at Decjuba, can you give us some insight into what’s on the horizon?
Expanding our store footprint always keeps us busy! We’ll open the doors to our 100th store later this year, which is seriously awesome! At the heart of all of our ex pansion plans is delivering amazing to our customers. It’s such an exciting time to be a part of the Decjuba community, watch this space!