Following on from the feature on Hemleys the other week, we’ve had Julius visiting another store on Brunswick Street in Fitzroy. This time, we’re talking to Dave Fraser and Ben Campbell from The Lab. The guys have created a unique store that has an amazing vibe and stocks everything from core brands to new labels to classics. Check below the cut for some words from the boys and a tonne of great photos from the store.
Aside from being owner of The Lab, Dave Fraser is the guy behind Sidelife which handles LibTech, GNU, Huffer, Lola and Evie, Capita, Union, Bond Outerwear and new label, Mr. Simple. He opened The Lab in 2003 while he was still working for another distributor as a rep for K2 Snowboards – as many of you will know, being a rep is really one-and-a-half full time jobs as it is, so opening your own store at the same time is a huge undertaking. I asked Dave why he did it and he replied that, “Having my own store was always something I’d wanted to do ever since I was a kid. The idea of having your own place filled with gear you are into is pretty appealing. It’s like being a dealer to all your friends.” The store he created stocks items he wants to be timeless, what he describes as, “a favorite for years to come.” Being as busy as he is, Dave needed a solid manager for the store. Ben Campbell is the man for the job. He has been in retail for a decade and loves the fashion side of things – he has kept Dave’s vision alive in the store and I shot a few questions at him about what’s he’s doing there.
The Lab is a pretty unique store. Give us a rundown of how you would classify the store and who your primary customer is.
The Lab is a boutique streetwear store that has a strong focus on customer service. We like to provide a comfortable atmosphere for people to come and visit. Everyone is welcome, we have lots of fun… The room is small but the vibe is big!
Boutique streetwear is a fine line between core, credible brands and getting the right look – it’s a tough job for a buyer. What do you look for in brands and ranges to keep the store in tune with the vision you and Dave have, as well as pleasing customers?
We like to offer our customers brands that are timeless, stylish and are of high quality. We will only ever carry brands that represent us and the lifestyle that we live and we are always conscious of maintaining this direction.
So, what are the best selling labels in the store at the moment?
Our best selling brands at the moment are Vans, Huffer, Stussy, Levis, Carhartt, Obey, Coal and Casio. If you’re reading this and you are wearing one of these labels, congrats on being wise to the right threads!
What about items – anything that is disappearing off the racks faster than you can get them in?
We recently introduced Levis to our collection and wow they have been moving fast, you have only got two legs so you gotta look after them, classic styles and cuts that everyone can enjoy.
The layout of the store has changed a bit recently and you don’t have the standard P.O.P. around the store. Do you consciously make decisions about the store to keep it in line with your target audience or does it just come from your own instinct, likes and dislikes?
We changed the branding and the layout of the store a little while ago and we have had a great response, people are always like, “Woh, dude is this a new store?” And I’m like, “Nah, we’ve been here for a minute.” But it’s always good getting lots of positive feedback.
[Laughs] I know you mentioned that there is some more changes in the works. What have you got planned?
The Laboratory team have a bunch of exciting changes and tricks up our sleeve, just laying out blue print plans right now. We really like to bridge the gap between salesman and customer and build close relationships with our brands and family.
You mentioned a pretty big event happening in the coming weeks – any details on that?
We are gonna throw a jam with Vans in the next coupla weeks, so that should be a whole lot of fun. We are gonna launch their new book right here at the LAB, it’s gonna be Off the Wall, so I’m looking forward to that! But for now life is good, I’m really happy with the way things are going.
Thanks for your time Ben!
So, that’s a bit more info on The Lab. Check back in the coming weeks for more store checkouts!
The Lab Store
P. +61 (0) 3 9417 2020
W. www.thelabstore.com.au
E. info@thelabstore.com.au
245 Brunswick St.
Fitzroy VIC
Australia
Opening Hours:
Mon-Sat: 10am – 6.00pm
Sun: 11am – 5pm
