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Dissh continues to be the golden reference for pulling off one of the most successful rebrand and positioning strategies of recent times. It’s impossible not to be impressed.

You can read more about the pivot in this AFR article and this podcast ep on Female Founders, but as an overview…

Dissh was founded in 2001 and operated as a multi-brand store with a handful of locations in Brisbane and the Gold Coast. In 2020 Lucy Henry-Hicks, the daughter of founder Maree Henry, took the reigns as CEO and creative director and repositioned the brand with their own line of apparel focused on elevated minimal wardrobe in mostly natural fabrics.

The strategy is anchored by high end campaigns, a heavy digital marketing and paid partnership strategy (at one point I couldn’t open my feed without seeing a Dissh unboxing) and rolling out premium stores that elevate their designs.

It’s a playbook that works and is used by a handful of other brands, particularly in Australia. As this series unveils, physical stores are a key component to retail success, especially in an increasingly artificial world, the in store experience is becoming more critical. If a brand is investing in a retail footprint, expectations are high. It needs to be an immersive experience where customers can be enveloped in the world of the brand, escaping into the story of the brand’s beautiful, orchestrated life they aspire to and have a transformational experience whilst there. Something that the digital and unboxing experience can’t fully achieve.

We’ve come a long way from scented entrances.

Local brands are tapping interior designers to execute their in store storytelling through the use of layered textures, patina’d vintage finds, and custom finishes. They present a lesson on how to step into a mood board. Camilla and Marc work with Akin Atelier, Henne with Braman Perera and Alexandra Ponting, SIR with Tamsin Johnson.

These stores let you walk into a space otherwise exclusive to the pages of Vogue Living. Making you fall in love with the detail, and build trust with the brand. We think, well if they care about the details of their stores, the home of their brands, they must give the same level of attention to their clothes. Surely.

Stores are a significant investment, and details matter. It’s not just a space to hold and sell new season stock, it’s the physical cue on how the brand is positioned in the market and for who. How a store looks determines who walks in.

As for Dissh, they use the same interior designer as Henne, Braman Perera, but with very different styles. A helpful differentiator since they have an overlap with customers.

Today I’m recapping my first mall store experience. A tricky one for a brand to get right tbh. Stand alone stores have a lot more creative freedom to play with and with less external distraction and control.

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Secret Shopper #4: DISSH

Warringah Mall, Sydney

Parking: As it’s in a shopping centre so the good news is parking is plentiful. It’s located on the ground floor near the dolphin fountain - IYKYK - and so quite central in the complex. Any of the carparks are therefore acceptable so you’re not walking from one end to the other.

Accessibility: Felt very accessible for both disability and prams. Shopping centres in general I think are really aware of this compared to the stand alone stores who aren’t as aware of street levels and flow. I feel this is particularly important for the Dissh customer as a large segment are mums with a youthful mindset. She might be coming in with a pram and the store layout and change rooms could accommodate this with relative ease.

External store appeal: This is quite a nice placement in an internal mall store as they get natural light streaming in through the open air outdoor setting across from them. Neighbours are complementary or uplifting, on one side is R.M.Williams and the other is high end jewellery store, plus they are around the corner from Mecca. Design wise, it presents light and bright, with big glass windows that look into the store.

First Impressions: I went in around lunch time on a Wednesday and the store was buzzing. There is a brightness and openness to the space, so even with a handful of customers in the store it didn’t feel overwhelming. Everyone can move around and have their turn at looking at what’s on the racks. The new season recently landed so I think people are excited. As I walked in someone was collecting their online placed store pickup order and I could hear that she was super happy to get the last of something that was selling fast.

I love listening to what customers are saying in a store - sorry for eavesdropping!

Staff: There were two staff members in the store - which felt appropriate for the size of the space. One was helping a customer and the other was attentive to the customers that were pulling items off the racks. I wasn’t greeted immediately but that’s fine for me, I prefer to be approached after a minute or so, which I was. Once items were in hand, the second staff member put them aside to be placed in a change room when they became available. All were full. There were only 3 with the 4th looking to be used for boxes of unopened stock.

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Decor: In keeping with the other Dissh stores, the decor is grounded with their style guide materials of travertine, clear glass, silver accents and neutral floors. I particularly liked their central change room chairs - two Marcel Breuer Wassily (looking) chairs accompanied by a stack of design and fashion books that I wonder if anyone actually dares to read.

This mirror however needs to go. It already feels dated and brings down the aesthetic of the store.

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Change rooms: They were huge. I could have probably stretched out both arms and spun around.

However weirdly the rack to place your clothes on was the smallest I’ve ever seen. Fits a max of 6 items - just, it was tricky to manage. The mirror distorts the size. With so much space this could have been designed better. More clothes to try on = more likelihood of buying something.

Also I really hate curtain change rooms that don’t completely close on the sides. No one wants to feel like people can see in while you’re down to your underwear.

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In the Change Room

What I tried on:

I was doing research for last week’s trousers story, so I tried on the fisherman style pants in two colours, plus a wrap style shirt (quite CBK), two tanks and an oversized shirt.

Pants and tanks were the best of the bunch IMO. CBK shirt was too big and I didn’t bother trying on a smaller size, but it could be a nice option for someone needing a non-shirt shirt for work. The oversized shirt was too big for my current preference but looks good here layered over the pants.

I didn’t buy anything. This was more of a research trip than a need shop and I knew that walking in.

Shirt

I would really love to hear your suggestion of stores you would like me to review. I’ve become aware more posts are circulating head offices of the brands covered in my previous posts which is fun. Feedback is a gift!

This is one of my favourite content pillars to write about, it’s where my love for design, retail and branding collide.

Comment section is open to all suggestions.

Disclosure: This post is not in any way sponsored by the brand and my opinions are entirely my own, however this post does include affiliate links. If you purchase through these links I may earn a small commission. As always please buy slowly, thoughtfully and only what you need and within your financial means. Less, but better.

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Assembly Label is a very Australian brand. It gives aesthetically renovated coastal beach house rental on a budget with super host vibes. A welcoming and good first impression, it doesn’t feel too precious either and you can tell it has lived in charm. For the price you feel like you’ve completely lucked out. You almost don’t want to share the location so you can book it again next time. That’s Assembly Label.

The brand primarily focuses on the domestic market, but they can clearly see international opportunity as have set up a dedicated international website and in 2024 there was talk about them looking at being acquired - they currently turn over 44.4million per year. Good on them!

Starting as a menswear line in 2011, founded by Damien Horan and Daniel Oliver, Assembly Label expanded to womenswear in 2014 and they opened their their first store in Bondi, Sydney in 2015. Fast forward 10 years later and they now have 26 stores across Australia and New Zealand.

Founder Daniel Oliver and their now CEO Lee Thompson both come from stints in product development and buying at General Pants, a solid training ground. There is a lot of growth opportunity in Australia and its retail footprint, but the owners have been vocal they don’t want to create an oversupply and discounting issue, so slow and steady looks to be winning this race.

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My favourite item from the brand in my current wardrobe is their 100% cashmere crew neck sweater that I have in grey and cream which retails for $200aud. The last time I mentioned them I had close to 4k clicks, so, let’s just say they are a popular item.

Image is said cashmere sweater.

They also have some beautiful leather and suede tote bags that are referencing some much more expensive minimalist brands.

That’s probably enough of a scene setter, let’s dive in.

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Secret Shopper #3: Assembly Label

681A Military Rd, Mosman NSW 2088

Parking: I always find a park along the street but it can get busy. Avoid school pick up time and weekend zoo traffic.

Accessibility: There is a small step up to the doorway - but not too big. Wheelchairs would find it tricky but a pram would be fine. The layout of the store is very pram friendly with wide pathways.

External Street Appeal: the storefront has art deco character details and is one half of an original building. Mecca was next door for a while until it moved up the road. I love a store with those big bay style windows, it feels like you’re walking into an intimate homely space.

First Impressions: light, warm and welcoming.

Staff: They only have one staff member working which feels right for this space and how the store functions. Also, in contrast to the Henne staff ratio, I think Henne could take some notes here as staff costs would be much more palatable, and profitable. They typically have two sizes of each style on the rack and they’ll let you know they can get your size if yours isn’t displayed. I actually remember this same sales person from the last time I shopped in the store and she has that helpful and friendly attitude while also giving you personal space and not too quick to jump on you. My favourite kind of service really.

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Decor

Ok so this is where I want to really focus on as I’ve been in a few of the stores now; Mosman, Manly, Brisbane and Byron and they are all different. The brand works with designers Mr and Mrs White in all their stores, so the use of timber for the display tables, clothing rails and shelving are all consistent but the materiality of the floors and walls vary which I find quite impactful.

Mosman has engineered timber floorboards in a warm, mid toned oaky colour whereas Manly and the Brisbane Fortitude Valley store are painted white, which feels quite stark in their minimalist setting. The Byron store is different again with concrete flooring which actually, for that location does make sense.

As the price point is so affordable the store design needs to lift the prestige so it feels like you’re buying into a more aspirational lifestyle. Think about how Henne, Dissh and Venroy do this with their store fit outs. They’re all in a fast fashion price point but have enlisted marketing tools to make you feel like it’s a bit more special.

For Assembly Label the Mosman store is great and should almost be the template. However I do think all the surf/beach imagery on the walls should change to something more contemporary - now knowing the founder and menswear backstory I can see how this has trickled through. But since the stores are now two thirds skewed to womenswear I think choosing art to speak to the female customer would be a wise choice.

Change rooms:

The change rooms are just a little too small which is likely a location issue as they need to work with what they have but I still feel like they had the opportunity to make them slightly bigger. And as a size AU8 person if I’m feeling a bit squeezed then I feel this is an issue. The change room itself had a nice moody vibe. I particularly liked the super high ceiling height which helped relieve the claustrophobia.

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In the Change Room

What I tried on:

I feel a little self conscious as my last Secret Shopper was also denim focused, but this is a key category for me. I’ve slowly found myself warming up to the barrel jean and then all of a sudden I absolutely needed them in the lead up to summer and wanting loose, breathable styles in a modern cut. I had come across the style online in a recent online edit - I included them in the latest 50 outfit lookbook and knew I had to try them on in person.

I tried on both the white and washed blue. And then the tops were more of a styling addition.

Spoiler, THE JEANS ARE AMAZING.

The all caps is justified.

At $120 they are a steal and would be comparable to a $300 jean easy. I went true to size and they are a very comfortable mid waist fit that just skim the ground. If I wanted them to sit as more a true high waist I could size them down, but honestly, it’s 2025 and I’ve earnt the ability to wear comfortable jeans. I small turn up on the hem I think also looks great if you want them to sit a little higher.

I ended up buying both, which most definitely was influenced because of the price. Afterwards I had to question myself if I over consumed, but knew I did have that gap for white and blue jeans in the looser barrel silhouette - so I feel resolved to the fact that I don’t have any remorse. Plus I’ve worn them everyday since… so there we go.

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Disclosure: This post is not in any way sponsored by the brand and my opinions are entirely my own, however this post does include affiliate links. If you purchase through these links I may earn a small commission. As always please buy slowly, thoughtfully and only what you need and within your financial means. Less, but better.

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If you’ve read the first Secret Shopper post (and if not, you can read it here), the Henne store in Sydney is located right next door to the Camilla and Marc store on Glenmore Road that I shared. After my shopping experience at Camilla and Marc back in February, I thought I’d be clever and try to document both in one day and bank the content for later—working smarter, not harder. But that didn’t really go to plan.

It was my first time visiting the store and, in all honesty, it was a bit so-so product wise. Things didn’t fit, they were crinkled, and a few other improvement notes. Not wanting to review a store off the back of just one visit, I decided to park it until I could experience it again in a fresh setting, compare the two, and then give it a fairer recap.

Still on my mission to continue Secret Shopper, as I had excellent intentions, I was up in Brisbane visiting family and tried to get a good shopping experience logged. Staying at The Calile on James Street (so fun!), I hit the pavement going into all the stores, and honestly, I’m not sure if my headspace was off or if physical retail for a mid-30s woman is in a dire state, but it felt like I had nothing good to say about anything. So—I said nothing at all.

Fast forward to June, and we’re finally doing the thing.

Henne has two physical stores: the first location opened in 2022 in Prahran, Melbourne, and the second, a Sydney store, opened in mid-2024 in Paddington.

Operating more as a showroom than a traditional retail store, they’ve taken notes from the Apple Store concept, with clothes hanging on racks for display purposes only. As you walk in, you’re greeted—very quickly—by a concierge-style team member with an iPad in hand, asking if you’ve shopped with Henne before and giving a quick rundown on how the showroom experience works, and how it differs from your regular in-store shop.

I need to go deeper into my thoughts on the retail showroom concept in another post There’s a lot to unpack here: pros, cons, and how this could shape retail’s future by helping solve inventory issues.

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But for now, let’s jump into the good stuff!

Secret Shopper #2: Henne

225 Glenmore Road, Paddington, Sydney

Parking: 5 ways in Paddington is a hard place to park. Go in with low expectations and patience plus time your run. Tip: aim for early/mid week and avoid lunchtime.

Accessibility: Terrace style store, you’ll need to go up a flight of stairs to enter. Not pram or disability friendly and store is compact.

External Street Appeal: Beautiful! You’ll likely walk past people out dining out on the street. Everyone looks at you like its a sport.

First Impressions: You get greeted as soon as you enter, so just be ready for the immediate “Have you shopped with Henne before?” question as you enter the space. My constructive feedback would to give customers a 5 second beat and then approach as they were quite punctual on the my first two visits.

There is beautiful light flowing into the store from the street windows and a natural path to follow when moving through the store.

Staff: These ladies have to work hard! They have quite a lot of staff on at any one time for a small store - the trade off when working off this showroom concept. The other stores along the street seem to have a 2-3 person team (max), whereas Henne is working off at least 4 people. Concierge, checkout, change room and stockroom.

Due to the nature of the showroom set up you have to communicate with the staff to try on clothes, change sizes, do anything ect ect. This is not a shopping experience for the introvert who likes to keep to themselves, you can’t just pick something off the rack and head into the change room.

*Reminds me of an interesting article I read on Substack *which I now cant find to credit which is seriously annoying* where they probed the question that brands want to build communities, but do customers want be part of them?

But with all that considered, these ladies are attentive, helpful, and are working the room!

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Decor: Decor is excellent. Its minimal but layered with interesting texture and materials. They have the Mush lamp by Zilzi on the counter that I would love to own and the design was executed by Brahman Perera, who also designed their Melbourne store. The store won ‘Best Retail Interior Design’ by Belle Magazine Interior Design Awards in 2024.

Change rooms: The store in compact and they’ve done the best that they can with their space, but I did find the change rooms a little snug. But they do have those fun light switches that change the lighting in the room so you can pick your vibe. And it felt like there was enough space to place your clothes and hang your items.

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In the Change Room

What I tried on:

I’m in the market for some new denim and I’m always intrigued by a brands cults styles, in this case Henne’s Valentina jeans. But first I was drawn to the Morgan jeans due to the beige colour as its something a little different. Sadly they only had one size left that was too big and I couldn’t convince myself to make it work. It now looks like they’ve had a restock online in my size, so this still has potential!

I moved onto the Valentina in white and instantly understood why they are so popular. The price for one is sharp. A desirable pair of jeans for under $250 is appreciated. Comparing it to more premium denim brands like Slvrlake or Re/done which retail for double the price, yes the Henne denim has a lighter handle (less thick) and will likely wear in faster, but the fit is excellent so you can forgive.

Wearing: Valentina in White

I tried them on in two colours, the white and the indigo. I already have a similar indigo so let that one go but my white jeans were needing an update, especially in the high rise full length category.

I then tried on Filomena, which is very similar to the Valentina but not as long in the length, slightly shorter in the rise and apparently a barrel? Again, fit on body is 5/5. I would say these would be great with a ballet flat, whereas the Valentina works with a heeled boot.

Wearing: Filomena in Indigo

Heading to the checkout with my white jean purchase I was pleasantly surprised that the lady at the counter prompted me to set up an account to redeem 10% off my first purchase - its the little things that merge the online and offline experiences, and everyone appreciates a little discount.

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Videos!

Valentina in White

Valentina in Indigo

Filomena in Indigo

This post has affiliate links. If you purchase through these links I may earn a small commission. As always please buy slowly, thoughtfully and only what you need and within your financial means. Less, but better.

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As a bit of background, I’ve spent a lot of time on the shop floor. I was one of those teenagers who got their first job at 14 years and 9 months, and I grew up just around the corner from a shopping mall. I spent much of my time there, and it had a significant impact on my career path. I went on to study Marketing and have always gravitated towards the customer experience.

Nowadays, I’m very much an online shopper. A combination of running an e-commerce store and raising young kids, physically going to shops has become a rare occurrence. As a result, my expectations for a physical retail experience have risen. This doesn’t mean I’m rude or demanding —having worked in retail myself, I have zero tolerance for poor or unkind behaviour—but rather, If i’m making the effort to. go into a shop, I want it to be a good and enriching experience.

Just like when I go out to dinner at a restaurant (which, also, is a rare occasion), when I spend time in a shop, I take in the décor, lighting, smells, customer service, and, of course, the product itself. Shopping as an experience is what physical retail needs to remember to offer. It’s an extension of the brand and a key marketing tactic, though not always a direct driver of sales. A physical store must elevate the brand, clearly communicate its identity to customers, and make them want to part with their money—when, and where they’re ready.

Secret Shopper #1: Camilla and Marc

Location: Glenmore Road, Paddington, Sydney

Parking: Average - circled the blocks of paddington a couple of times before finding a spot a short walk away.

Accessibility: Poor - several steps up to the entrance. Neither pram or disability friendly.

Now to the good stuff…

External street appeal: Very good - the store is located in a beautiful terrace building that feels very welcoming.

First impressions: Good - A cozy entrance with dark tones that gives a feeling of intimacy and homeliness, makes you want to dive into the racks and start exploring.

Staff: Very good - welcoming but also not too in my face as soon as I walk in the door or intimidating. Helpful and knowledgeable. Approachable.

Decor: Excellent - Elevated and pristine finishes, clean, tidy. Everything was immaculate yet not too fancy that I felt like I couldn’t touch anything.

Change rooms: Very Good - there was a downlight that was positioned over head that was slightly annoying but it helped see the clothes and true colours which was helpful. A rail for hanging clothes. A stool to place your bag and clothes. Overall a flattering and aesthetic experience. I like the dark green carpet and curved walls. Plus having a proper door to close you in rather than a curtain feels more intimate and lets you immerse yourself in the consideration process.

My dream chair by Eileen Gray is one of the special decor pieces in this particular space.

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In the Change Room

What I tried on:

A short trench in a light ivory beige. I can’t see this one online yet, so they must be delivering to stores as a soft launch. This one jumped right off the rack into my hands. It’s also available in a black, but the lighter felt different. Wearing a size xs/s. Feels just a little bit too big?

Textured Tank - I spotted it on my first lap of the store noting the texture and then did a quick grab as headed to the change room. Once on I realised this one of those tops I will wear on repeat. Its bra friendly and loose, working perfectly over relaxed pants, but because of the slightly sheer and textured fabric it’s not an average basic. I need more tops that aren’t shirts or t-shirts so this has hit my sweet spot.

It’s under $300 which for Camilla and Marc is on the entry level end and feels like a steal knowing how often I would wear it. Gives the row vibes.
Wearing a size 8. Also available in white

Evans trench coat - this is a core style from the brand and the tone of this trench is spot on if looking for something that will date well. I’m wearing a size XS/S. It’s oversized in a comfortable way and would allow for room to layer knitwear. Length is good - I prefer my coats to be on the longer side. (I’m about 165cm tall)

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Video try ons

Adding these as photos don’t show all the details.

This post has affiliate links. If you purchase through these links I may earn a small commission. As always please buy slowly, thoughtfully and only what you need and within your financial means. Less, but better.