The Strengths that Underpin NONI B's Growth

Our strategy is also about empowering every employee to seek improvements in every aspect of our business.

Our people are our greatest asset

NONI B is all about people - our team members, our customers and our shareholders.
Our customers are our guests when they enter a NONI B store; we listen to them so we can create a fashion experience that will win their loyalty. You can read what our customers think of us at http://www.nonib.com.au/your_voice.

Our reputation with our customers depends largely on our employees, and we continue to invest in developing their skills. Store employees, including casuals, undergo extensive role-specific training each quarter, with more intensive programs for managers.

After reviewing NONI B’s Equal Opportunity Women Agency (EOWA) report this year, in which we achieved the highest rating, a senior member of EOWA commented favourably on our initiative to help our more experienced employees, whose many years of retail experience are finally being rewarded with an externally recognised qualification.

We also assist employees who have family responsibilities, an important consideration as most of our employees are women. For example, two local store managers who chose 24 months’ maternity leave have returned to work with flexible hours for two days a week. Their experience is invaluable as casual training coordinators.

Building closer relationships with our communities is also important, whether through local events or supporting Mission Australia with our ‘Jumpers for Joy’ program which involves collecting warm clothing during winter from our customers for those in need.

Image above: Mission Australia Partnership.

All members of NONI B’s board have worked in the retail sector. The executive committee, too, combines many years’ retail experience and brings together all facets of our business, including buying, marketing, store operations, human resources, finance and administration. Together, they contribute to the company’s strategic direction and sound management.

Our joint managing directors focus on both the shop floor and the ever-changing retail environment. James is fully engaged with managing NONI B’s store operations, buying and marketing, while David concentrates on the company’s business strategy, property negotiations, finance, information technology, investor relations and administration.

Our shareholders are also part of our team as they share the risk and rewards of the business. Looking after shareholders’ investment is a responsibility we respect.

Our new mantra, ‘NONI B now isn’t the NONI B you knew’ reflects the progress we have achieved this year, and is part of our marketing strategy next year.

It’s also about our products

Quality is non-negotiable at NONI B. We partner with our suppliers to offer stylish, contemporary designs inspired from around the world, using the best performing fabrics. Our aim always is to provide clothes that fit and inspire women who want to step out and feel great, so they come back to NONI B again and again.

‘NONI B now isn’t the NONI B you knew’

Two years ago we mapped out a new strategy to broaden NONI B’s appeal and become the fashion store of choice for the 40+ woman. Since then it has become clear that our exclusive Liz Jordan designer label is appealing to many new customers. This is reflected in our new slogan ‘NONI B now isn’t the NONI B you knew’ that is a key part of our marketing plan for 2010-11.

Our strategy is twofold. First, we look after existing customers and use our million plus loyalty program database to communicate directly with them. It is critical in tough trading conditions to engage directly with customers through different channels. Second, we aim to win new customers through our designer Liz Jordan range and in-store presentation.

But we can always do better

We encourage every employee to consider how to improve all aspects of our business. Lynn Wood refers on [page 2] to the chairman’s innovation award, which recognises the very best ideas on how to make NONI B better at what we do.

By trying to improve every detail – ensuring the highest quality for our garments, strengthening relationships with our suppliers, tightening inventory control and providing personal service in our stores – we have protected our brand during the downturn. At the same time, we have been able to re-position the company to win new customers as consumer spending recovers.

National network

NONI B has a presence in every major population centre in Australia. Our 213 stores give us access to millions of customers from Darwin to Dandenong and Bundaberg to Bunbury.

Image above: Our new store at Hallett Cove, South Australia.

We believe we can grow to at least 250 stores over the next few years as we broaden our appeal. We proudly welcome our newest store, opening in late October 2010 at Westfield Sydney in the heart of the city’s central business district.