EverMe: Australia’s Answer to Buying Bags Online

By Jessica Benton | 04 Mar 2013

Discovering a niche in the Australian fashion market is the driving inspiration behind a new e-commerce venture, EverMe. The result, an online store dedicated to all things handbags, luggage and accessories-related.

EverMe is the latest online retail startup to come out of New Zealand, providing its Australian customers with a community-driven shopping environment, complete with essential and helpful elements to aid visitors in their online buying decisions.

“We want to be the best and most comprehensive site in Australia, covering range, customer service, delivery, from end-to-end when someone first arrives on the site and the ongoing experience they have with us,” says one of the company’s Co-founders, Guy Hall.

“We thought there’s a niche here in the market for handbags, and we’ve got access to a really good range, both locally from an affiliation with New Zealand’s largest wholesaler of handbags and luggage, as well as many well-known international brands.”

Guy teamed with business partner and brother Elliot Hall to establish the pureplay online retail business. The pair bring with them a breadth of knowledge in IT, design and traditional retail. EverMe operates out of the founders’ home country in New Zealand, stocking to Australia, and plans to expand across New Zealand. Currently, customers enjoy three-day delivery service to Australia’s major cities and five-day delivery to other parts of the country. Next-day delivery to metro Sydney is coming soon.

Launching in November 2012, and stocking well-known brands like Tony Bianco, Melie Bianco, Milano, Firenze, Kardashian Kollection, Maddi and Pronta Moda, EverMe is set to take the accessories market by storm.

The website features over 500 products across four categories – handbags, bags, laptops and tablets and accessories, complete with visually appealing imagery and product content. The website is aesthetically pleasing and easy-to-use, featuring a familiar navigation layout and plenty of informative content such as a blog to aid consumers in their buying decisions.

“The exciting thing about online retail is you can control the user experience, and you’ve got this opportunity to sell products through the written word. We found a lot of online retailers only provided specs & minimal sales information. They’re not trying to sell their products as an idea on the site; they just provide the generic specs that have transactional value. What we’re trying to do is help consumers understand why they should buy a product, providing them with helpful and useful advice to guide them in their buying decisions,” says Guy.

Before launching, EverMe established a blog to create community engagement and interaction, but also to grow awareness of the EverMe brand.

Social media is another key focus for EverMe with the retailer engaging a 7,000-strong community network, which is growing rapidly through Pinterest, Facebook and Twitter. Followers can leave comments or share content, and competitions are another engagement strategy.

Elliot resonates that while there are other retailers in this sector, there are few fashion accessories specialists offering the ‘complete’ package, and this is one of EverMe’s key differentiators, he believes.

“We acknowledged that there is a gap in the Australian market to do handbags and luggage online really well. We knew with the right team and partners we could do a pretty good job. That’s not trying to discredit websites out there as there are others that are turning over a lot of sales, but we wanted to concentrate on our product display and content, so the customer has a great experience buying products off our site.

“There’s a lot more to business than just selling products, and we’ve looked to the ethos of well-known retailers like ASOS, Net A Porter, StyleTread and Zappos for inspiration. ASOS really engages its community socially, and Net A Porter has  a great product range and presentation. Our aim is to encompass all of those elements and add them to our product range to create the best possible online shopping experience for handbags and luggage.”

However, before getting these elements right, the duo believe the culture of the company is paramount. They have taken inspiration from StyleTread and have founded the company on similar values. Guy says much was learnt from StyleTread CEO Mark Rowland’s presentation at the Online Retailer conference in 2011.

The EverMe website was built by full-service, digital agency Amblique, showcasing a total business management solution for e-commerce, incorporating entire product catalogue management, payment processing and order management.

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