Freshwater shopping: New retailers move in offering experiences to consumers
Freshwater’s shopping strip is offering the modern day consumers exactly what they want, says a retail expert. It includes a non-alcohol bottle shop. Check out who’s who here.
Manly
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After a dire couple of years for Freshwater residents, the main shopping strip is undergoing a revival.
The prime retail strip at 12 to 32 Lawrence St — which includes 26 individual tenancies — has been pretty much vacant for the past three years save for a couple of traders, due to renovations.
In a shock move all the lots were sold in their entirety by long-time owner Chris Zakos to a “gentleman” buyer from the Eastern suburbs last year.
Now six months on nearly every shop is leased, with a few new tenants opening up shortly.
According to a retail expert, the traders moving in are very much on trend, with the majority offering more than just products - but experiences too.
The mostly niche stores have a strong emphasis on health, art and sustainable living, everything that the modern day consumer is looking for, research says.
The new businesses include a pilates barre studio; a non-alcoholic bottle shop with a tasting bar; an organic coffee shop and grocer offering meditation and nutritional workshops; an art and ceramic gallery with pottery classes; a Moroccan homeware store which is planning special foodie nights, and a resort wear linen brand that is made with sustainability in mind.
Anastasia Lloyd-Wallis, Head of Insights at the Retail Doctor, said consumers know they can get what they want online, so when they go to a store they want more than a commodity transaction, they want an experience too.
Customers are also wanting to know the ethical stance of businesses they buy from and are choosing accordingly.
She said the new traders at Freshwater were on the money with their brands and vision, with most having an emphasis on health and sustainability.
“Consumers are super savvy and can look for what they want at Amazon, Woolies or eBay,” she said.
“When they shop they want to shop local and support local retailers, but they want experiential retail, rather than transactional retail.
“Retailers really need to show how they can differentiate themselves from the big players. It looks like retailers in Freshwater are being very clever. It is surprising there are so many in one place.”
Ms Lloyd-Wallis said customers are willing to pay a bit more if they have a great experience.
“The future is experiential retail,” she said.
Klaudia Brown from Belle Commercial is behind the new flurry of retailers along the strip.
She said it was about talking to people, understanding what people want and giving it to them. For Freshwater it was retailers that offered art, health and sustainable fashion.
For the retailers it was flexibility.
“Retailers want flexibility because they don’t know what’s waiting for them around the corner,” she said.
“That’s why there are so many vacancies on The Corso in Manly.
“Landlords there are standing firm.”
She said Freshwater was now abuzz with a variety of offerings and a new one opening up along the strip was Sacrebleu, a French-based baked goods store.
On the corner where artist Fiona Chandler is based until June 2, a new vintage men’s clothing store is coming, the name yet to be revealed.
And a new beauty spa called Mesa.body is also moving in above the corner shop in about a month.
It will offer massage, an infared sauna studio and herbal therapies.
“Some who were pop ups or on short leases have now signed for longer leases,” Ms Brown said.
“Giving people a short term lease to try the space is working.”
However, there is a catch. The new owner wants to knock the entire building down and build retail, with residential units above.
Ms Brown said she has told people that could be in 18 months, but with a project as big as this one it could take up to five years for it to start.
So, who’s who in Freshwater’s revived shopping strip?
Fiona Chandler, is an artist painting Freshwater landscapes
The 47-year-old mum-of-four lives in Freshwater and is working towards a solo show on September 2 in Balgowlah.
She is using the space to produce work for the show and is getting plenty of people popping in to ask her about what she’s doing.
“I think the village is coming back,” she said. “This strip has gone from empty to full in three months.”
Sans Drinks, a non-alcoholic bottle shop
Irene Falcone, who made $20m with her first business Nourished Life, is now busy creating waves in the non-alcoholic space with her new company Sans Drinks.
She has a warehouse in Brookvale, offering non-alcoholic beer, wine and spirits, but wants to expand her brand by opening a bottle shop.
She deliberately chose a space opposite an alcoholic bottle shop.
“I’m a disrupter in the beverage industry,” Ms Falcone said.
“I specifically chose a location that was as close as possible to one of Australia’s biggest alcoholic bottle shops.
“I wanted to do that for two reasons; I’m here to give people choice and secondly it sends a message that I am deadly serious and that I want to disrupt the liquor industry.”
Her store which is due to open next weekend is all about giving people an experience.
It will have an Instagram wall, where people can take their photo and a tasting bar where people can taste test the products.
She has employed Brooke Maloney, from The Better Brands Co, to help create a warm and inviting space for both men and women.
Veda, an organic fair trade coffee shop and grocer
Chris Hayward, 25, is behind this new venture. He opened his first cafe Cridas in Manly when he was 19.
He closed the doors after two years to go travelling and when in India he discovered yoga and learnt about the health and wellness industry.
On his return he worked for several big hospitality companies but was disgusted at the food and water waste and the quality of the ingredients.
“The waste and lack of sustainability was disgusting,” Mr Hayward said.
“I never lasted more than three to six months because I found the businesses were so careless, the wastage was disgusting and I found it all toxic.”
So, he opened up his own cafe inspired by Ayurveda, which means knowledge.
His business has a strong ethical stance, his takeaway coffee cups are made from sugar cane plant pulp and can be put in the compost or recycled.
Black coffee is either $4 or $4.50 and coffee with milk is $4.50 or $5.50.
“I’d rather have a lower profit margin by having recyclable coffee cups than not,” he said.
“Businesses have a duty of care, a responsibility not to use plastic just because it is cheaper.”
Among the offerings at the cafe is mushroom hot chocolate, and various health tonics.
He plans to offer retreats, educational workshops on nutrition and cooking, as well as a free community meditation on Freshwater beach to coincide with the next full moon.
“I want this to be a space to nourish and educate people,” Mr Hayward said.
This & That is a clothing store
The original store still exists in Sydney Rd, Manly, but this second shop has been open three weeks.
While retail is tough at the moment, the response from locals has been amazing.
“People have been welcoming us with open arms,” Julie Shepherd, manager, said.
“Freshwater needed new life and now it is happening.”
Crackpot is a pottery studio and art gallery
Four artists who love what they do have come together to celebrate everything clay.
Their work is exhibited in the gallery and other artists, such as jewellers and painters, are also invited to display their wares.
Out the back is a studio where the artists work and host workshops.
Bridget Willis said they have workshops every other Sunday and recently they had four young couples in their 20s join them for a session and “they loved” the experience.
“We looked at lots of spaces before we found this,” Ms Willis said.
“This has everything we need, lots of lovely light and space for a studio.
“The locals are very happy to have some art in Freshwater.”
One of the other artists Caroline Wright said they were all keen to “promote ceramics as much as we can because we are potters”.
Souk and Co Home is a Moroccan homewares store
Sally Cahalan has owned Souk and Co, a travel company for many years, taking small groups of people to Morocca to experience the culture.
COVID put a stop to that so she decided to bring a bit of Morocco to Freshwater, importing some of the wares of the Moroccan female artisan traders she has built relationships with over the years.
She set up the shop with friend and business partner Leigh Nicholl.
Both women live in Freshwater and wanted to help make the village a “destination again”.
“We will keep evolving as we learn what people want,” Ms Cahalan said.
“It’s about supporting my team in Morocco and bringing something different to Freshwater.”
She said she planned to create intimate evenings by partnering with local Moroccan restaurants.
Ms Cahalan said people feel they are missing out because of COVID, so it is about “transporting people without moving very far”.
Motion on Demand, is a barre and pilates studio
Boutique gyms or fitness studios are no longer hidden away, but are becoming a more common sight in the main shopping areas.
This one is slap bang in the middle of Freshwater’s prime retail strip.
The business started its life online during COVID, when pilates instructor Marni Butler found herself unable to teach in the traditional way because of the pandemic.
With the help of IT expert Nick Root, they set up online classes with people joining via video streaming from across Australia and the US.
The co-founders decided to merge the online concept with a physical studio in Freshwater.
They offer classes at the studio and via livestream.
Posse, is a linen resort wear brand
Designed in Cromer and made in India, Posse is about timeless vintage linen pieces that are built to last.
Predominantly an online store selling clothes worldwide, the Freshwater shop is a way of promoting the brand.
Lily Washbourn, a sales assistant, said the business specialises in one niche area, classic linen clothing.
“Department stores are going out of fashion,” she said,
“People don’t want fast fashion.
“They want longevity and something that is well-made.”
She said the business had a strong ethical message and has information on its website about how to pass pieces on, rather than throw away.
“Slow fashion is the future,” Ms Washbourn said.
Wanderlust is a swimwear and gift shop
Ally Cooper, of Narrabeen, said the store was one of the first to open on the strip last October.
It was originally a pop-up store but business is good and they have chosen to extend the lease.
Ms Cooper said all the new shops were making such a difference to the buzz of Freshwater.
“It’s turning into a proper village again,” she said.
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