on. “This second (Sydney) store will be crucial to our plans, so that’s why we’re being quite cautious, even though we are wanting to have presence in the city again very soon,” says Moore. Melbourne Central will be the sixth boutique for Rodeo show, with plans for one more by the end of the calendar year. The location of the new store will depend on available opportunities, Sydney and Melbourne the target. “We have always wanted more stores in Melbourne and Sydney, so either one that comes up, as long as they are a good opportunity, is the main criteria for us, rather than the state that it’s in,” says Moore. A lot has changed for Rodeo Show since its conception 11 years ago. Formerly known for its feminine dresses, it now offers outfits for all occasions. “Our customer has grown up now, she knows who she is really well and she’s very clear on what she likes, so the brand is very succinct,” Moore explains. Further to this, the brand has gone completely vertical, moving away from its wholesale model. “It feels like a completely new business, I think that is what’s kept us motivated and excited,” she said. Rodeo Show’s plan is to open two to three new stores each financial year, with the goal of 10 to 12 stores in the next three years. “We want to focus on the east coast, to get Melbourne set up with three stores and then move up north. “I think our brand would be very relevant for Queensland and the weather, so I think QLD is definitely the next destination,” she said. This article first appeared in Inside Retail PREMIUM issue 2000.