How Leina Broughton made her business profitable while staying local

This successful fashion entrepreneur found a way to make a profit without taking production overseas

Leina Broughton (right), founder of the Leina Broughton clothing label, pictured with business partner Fleur Richardson.

IN an economy in which businesses are well aware that going offshore is cheaper, this Women of the Year nominee has found a way to keep everything inside Australia.

Leina Broughton, owner and founder of online label Leina Broughton, discovered the secret to keeping all production of her clothing local while still turning a profit.

“We are 100 per cent Australian made,” she said.

“With offshore you have to produce high quantities to make it worth your while, whereas we cut smaller quantities.

“Not only does that keep our items unique and boutique, it also means we have no excess stock.

“We sell out very quickly.”

Leina Broughton and business partner Fleur Richardson. Picture: Supplied

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Mrs Broughton and her business partner, Fleur Richardson, delved into retail space for a period in 2015 but quickly realised that was not the path they wanted to follow.

After that, they transitioned into online only and ceased wholesale trading.

Mrs Broughton said this was the reason they had flourished in a competitive fashion environment, in addition to their body-positive ethos.

“When we switched from retail and stopped wholesale, we started doing lots of video,” she said.

“With video there is no hiding — this is who we are as a brand, this is what we believe in.

“We have specific ethos about embracing who you are and inclusiveness, which is why we offer sizes 8-24.

Leina Broughton and Fleur Richardson’s clothes are 100 per cent Australian made.

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“But the biggest thing for us is we are very much customer focused.

“I know a lot of brands say that, but they help choose our designs, prints and colours.

“We have a very close connection with customers.”

Mrs Broughton said she was touched to be nominated for Women of the Year in the entrepreneur category.

The Gold Coast Bulletin’s Harvey Norman Women of the Year initiative is designed to honour the women who have helped build and nurture the city.

A shortlist of 24 women will be selected on January 12.

A judging panel led by Harvey Norman CEO Katie Page will select the winners.