The couple said they had no business plan or mentorship before launching their own brand.
“The plan was to wake up every day and try to sell,” Robertson said. “I’ve been an entrepreneur all my life and I’ve worked my whole life and I’ve worked in retail so I know sales but we’ve never worked from a business plan.”
Since moving to Sydney, the brand has grown exponentially and now has 60 employees. It has attracted an international following, including celebrities such as Jennifer Lopez, Lizzo and Megan Fox.
The pair say what sets them apart from other activewear brands is that they think like a fashion brand and are proud to be the first Australian activewear label to offer eight sizes from extra small to 4XL, which they have done since the first have done day .
“Often people cannot afford to buy these products [clothes worn by celebrities] because it’s either beyond their budget or the size is too small,” Matilda said. “We offer a luxury product at an affordable price that fits any size.”
A groundbreaking moment for STAX came when a bulk order from a supplier disappeared at sea for eight weeks just before a collection – their Premium Seamless Version 2 line – was launched.
“We had a really cool photo shoot planned – flying models in was the biggest risk we took. Then our container disappeared and we went into lockdown,” Robertson said.
When the shipment arrived, it was impossible to host a shoot with models due to COVID-19 restrictions, so Robertson shot her campaign with Matilda as the model.
Despite the setbacks, the range was a breakthrough when the tights, crop tops and shorts went viral online. After launch, the collection sold out within 60 seconds.
As for the future, the couple hopes to dominate the international catwalks and open stores in major fashion capitals.
Last week they hosted 600 guests including media, celebrities, influencers and loyal customers for an exclusive unveiling of PSV6 Second Left, a theatrical collection to be unveiled in the Luna Park Big Top.
“We don’t have big sales targets,” Robertson said. “We want to have a really big global footprint. I’d rather have a boutique store in most fashion capitals and catwalk shows [places like] Italy and Paris and influential people participate in our creation.”
https://www.smh.com.au/lifestyle/fashion/from-80-000-debt-to-international-success-hard-yards-take-stax-to-the-top-20220715-p5b1xy.html?ref=rss&utm_medium=rss&utm_source=rss_lifestyle After a failed beginning, STAX activewear is now a success worth millions