Men’s fashion store, Sonny Jim, becomes latest new business to open in Wynnum CBD

A new boutique fashion store has become the third new business to launch in this bayside location as retailers reveal the secret to this rising area.

Retailers are rushing to join a booming bayside precinct and believe the secret is out as the previously rundown area has become one of Brisbane’s most sought after destinations for new businesses.

The call comes from Karen Bradford, the latest Wynnum business owner, after she launched her men’s fashion store, Sonny Jim, in the suburb’s rising CBD earlier this month.

Sonny Jim, which stocks clothing, accessories and gifts, is the first men’s fashion store to open in Wynnum since the closure of the iconic DBS Menswear more than two years ago.

Sonny Jim owner Karen Bradford.

It also joins more than 25 new businesses, including a pinball hall and chocolate store, to open on the bayside since the start of 2021.

“I’ve worked in the men’s gifts and accessories industry in the CBD for the last five years and always felt the Wynnum, Manly and Lota area would appreciate the same, given that we’ve not had somewhere for men to shop for a few years,” Ms Bradford said.

Wynnum's new men's fashion store, Sonny Jim.

“I’ve lived in the area for 15 years, my children went to local schools and I’ve always felt Wynnum is Brisbane’s best kept secret.

“Now, the secret is out and Wynnum is quickly gaining pace as the destination for new arrivals to, and from across Brisbane.

“The time felt right and I took the plunge.”

Some of the products at new men's fashion store in Wynnum, Sonny Jim.

With decades of experience in retail from managing an independent surf shop to selling European whitegoods, Ms Bradford said she believed her new store created an environment which was fun and comfortable for both men and their partners.

“I’ve sourced display items from bush sheds and backyards and a 1950s push bike hangs suspended from the ceiling,” she said.

Some of the products at new men's fashion store in Wynnum, Sonny Jim.

“The shop is eclectic and complements the range of smart casual apparel, hats and boots, bags and binoculars, jocks and socks.

“The John Lennon shirts are collector’s shirts, quality Flannos are what’s needed in these winds and linen shirts are a staple.

Some of the products at new men's fashion store in Wynnum, Sonny Jim.

“Denim jeans that fit well, chinos are always in style and cotton jumpers are perfect for Queensland. Most are fabulous Australian brands, of superior quality and mostly earth- friendly.

“We say we are an Emporium for Discerning Fellas and that pretty much sums it up. A large collection of diverse quality gifts and apparel.”

Sonny Jim is located at 109 Edith St, Wynnum and is open six days a week.