Milk - A Formula for Success

Providing quality products backed up by top service is helping Milk Contemporary Baby Store to find its niche in the competitive retail market in Christchurch. The baby boutique has won back-to-back awards in the Champion Canterbury awards - it was named as the champion retailer in the small enterprise category recently. Owners Malcolm Cleugh and his wife, Nicola Thomas, spotted a gap in the market when starting their own family. Disappointed by some mediocre service and products, they set about sourcing fine clothing such as merino jerseys, well-made prams and high chairs, and designer gifts. The success Malcolm and Nicola and co-owner Jenni Saunders have earned has been built on solid foundations. They spent a year doing research to ensure there would be demand for a high-end business. Phillip Roth and Debbie Sherratt from Business Services at Polson Higgs have been a sounding board since the start. "When we were setting up, we knew it was important to have a professional organisation helping us with various aspects such as benchmarking, and Phillip and Debbie have done that for us very well," Malcolm says. Phillip says management capability, a clever location, underpinned by solid system processes and clear reporting and monitoring functions are contributing to a sound business. It was launched in Ferrymead in 2005 and within two years the owners were looking for new premises because of the demand.

Milk co-owners Malcolm Cleugh and Jenni Saunders have been named as top retailers in the Champion Canterbury awards.

Staff numbers have expanded to 12 with an emphasis on providing knowledgeable service within a child-friendly setting. Malcolm says he is constantly on the lookout for the latest trends with environmental awareness a dominant theme currently. "There's a strong demand for re-useable nappies and the use of natural fabrics such as merino and bamboo. "When we have kids, it's often a time to start questioning our values and purchasing behaviour. People are conscious of what's happening to the environment, and that's why there is a lot of demand for our organic ranges." While many retailers are finding trading difficult, Milk's second store opened in Merivale in July and once again Phillip and Debbie advised on how to structure it. Phillip says as the business expands, it is important it remains sustainable with managed growth and solid cashflow. "Strategic development and business focus are keys, and more businesses are appreciating and engaging in these processes," he says.

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Last updated: 9th December 2009 | 3:28 pm