“I think that we’ve always focused heavily on how we communicate our brand to the market, and obviously our online presence is something that we take great pride in, so the showroom is basically focused on continuing that journey.” The new space is equipped to fully merchandise the range of base pieces the brand sells, while also allowing customers to utilise curation and customisation options in-store, guided by trained uniform stylists. “If customers come and visit the showroom, we have a whole pegboard area where people can choose the products they like, place them on the wall and mix them up into different combinations,” Rodgers said.  “It’s really a chance for us to inspire our customers by having the space and the set-up to be able to display the product and really inspire them and show them what a uniform can look like when it’s put together.” And while the bulk of the business is aimed at corporate clients, Cargo Crew has no minimum order values and sells single-piece orders online. Meanwhile, the new showroom is open to the public Monday to Friday, allowing it to function as both a wholesale uniform platform for business as well as catering directly to consumers. “Customers can get on board, and technically can buy our shirts and chino pants at wholesale prices,” Rodgers said.  “That’s our focus. To design and produce all the product directly in our factories. We don’t have middleman agents.” From humble beginnings The move to a new headquarters is the third in the last eight years, with the growth of the business necessitating larger spaces to service its customers, which are spread across 80 countries.  When the business was founded in 2002, however, it was really only servicing businesses in Melbourne.  “My background is in fashion; I studied fashion at RMIT and had a label pretty much straight from graduation with a girlfriend from uni,” Rodgers said.  “During those days, we used to do wholesale to fashion boutiques around the country and were often approached by businesses about designing a contemporary uniform for their brand. “It was through those experiences that the idea of Cargo Crew came to life. Initially, we were very focused on custom made, bespoke uniforms. We experienced with our clients how difficult it was to constantly have to make custom-made uniforms, reorders, and replenishment, when the uniforms aren’t available in stock.” “So, in 2012, we launched Cargo Crew as a stock range that we developed and keep stocked in our warehouse, and we also launched online.” According to Rodgers, the key was to offer a wide enough range with enough variety, while also allowing a select amount of customisation in the trim, embroidery and colours of the uniforms that will define a brand.  “I think having a more condensed offering that is very focused on contemporary design and functional fabrics creates a much easier process for the customer,” Rodgers said.  “If they have the option of designing something from scratch, there is a sentiment that it becomes too hard. So it became about ensuring our range appeals to a wide variety of businesses and is adaptable enough that it can work across industries.”