ANZ
In Business Magazine September 2002
"Bringing up baby on the world market"
Click
on the images above to download them as .pdf files
21st
January 2002
This is a business which sprang from
humble beginnings around 8 years ago, originally located
at the rear of long-time local footwear manufacturing
premises, France Shoes, in Breese Street, Brunswick,
Melbourne, Australia
Even back then, listed as clients were major chains
such as Myer/Grace Bros, Amcal and Sportsgirl, however
a keen eye for trends paved the way for business expansion
in the years to follow.
Product development strengths led Founder Catherine
Arfi to explore a concept-style Brand for babies which
included a natural skincare range - Aromababy - the
first of its kind in Australia. And so baby WORKSHOP
the concept was born.
Now selling to over 600 Australian stockists, fans
include a Hyatt Regency resort and celebrity / multi-logi
winner Lisa McCune. The latest feather in the baby
WORKSHOP cap is an export Contract valued at in excess
of A$500,000.
Aromababy is also sold to baby clinics in Hong Kong,
is used in hospitals in New Zealand and has been donated
to refugees of Kosovo, aids orphans in Thailand and
Peter MacCallum Cancer Institute in Melbourne.
As the word spreads, a constant stream of parents
(usually new mums) visit the Aromababy showroom to
purchase everything from gorgeous 100% cotton baby
clothes, all - Australian lush towelling spa gowns
and silver leather shoes for the baby who has everything.
And of course, at the top of the wishlist for every
new mum is the Aromababy skincare.
With a high success rate on eczema-prone skin, Aromababy
products are used in select Australian hospitals including
Francis Perry House in Carlton who have opted out
of another international product in favour of the
more natural offerings from baby WORKSHOP - a move
great for Aussie-made crusader, Founder Catherine
Arfi.
Catherine, a qualified aromatherapist, has been working
with the product development of skincare products
for over a decade now, and has been working with her
children including youngest son Jacob (now 15 months)
at her side, since he was six days old.
Catherine welcomes the public into her showroom (by
appointment) and remarks 'feedback is vital, it's
wonderful to hear first-hand how customers love our
products - we take great pride in what we do and this
is what makes my work truly rewarding!
