5 Cool Newcomers to Life Instyle Melbourne 2016

Life Instyle returned to Melbourne and we spoke to some of the coolest first-timers exhibiting at the show

Emily Hutchinson 16 August 2016

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This year’s Life Instyle event, on in Melbourne from August 4-7, definitely didn’t disappoint; with over 600 exhibitors showcasing their products and designs, there was a lot to take in. There were familiar faces, but also some new ones in the mix with exciting products to share. Here are some of our favourites.

Emily Hutchinson

“We look for brands that do things differently, are Australian-made and designed, and who can be unique to Life Instyle,” says the Marketing Manager of the event, Alicia Bourke. “This year we had a great variety of exhibitors who all brought their latest ranges to the event. It was great to see the high standard of stand display.”

Here are five new stallholders at the event with products you should sit up and take notice of.

Little Veggie Patch Co

1. Mat Pember of The Little Veggie Patch Co
You may have seen him on the covers of books, after the success of his idea for The Little Veggie Patch Co took off in Australia. Mat Pember believes in growing food at home and shares his knowledge with other keen at-home gardeners. He can be regularly found on the rooftop at Federation Square in Melbourne where he runs a pop-up veggie garden – a particularly great spot during summer.

Photo by Phoebe Powell

Little Veggie Patch Co

Along with sharing knowledge, he also sells seedlings in beautiful packaging, with artwork by an artist in Italy (as pictured here) for gardeners to take home and plant themselves. Pember decided to take part in this year’s Life Instyle to market some of his new products.

“We wanted to get some new products out, right before release date. Since we’re a very seasonal business – extremely relevant in spring and summer, but completely dormant in winter – it made sense that our products would resonate closer to spring,” he says. “It also gives us face-to-face feedback, and allows us to explore how our customers feel about our range.”

The Coolest Newcomers to Life Instyle Melbourne 2016

2. Jacqui Vidal and Alana Langan of Ivy Muse
The duo behind this botanical wares range launched in Melbourne in 2014. The brand specialises in creating plant stands and wares that show off beautiful greenery.

Langan and Vidal have backgrounds in retail and interior styling, and came up with the idea for Ivy Muse after struggling to find quality plant stands that also had design appeal.

Photo: Annette O’Brien

There are many different plant stand sizes and ceramic pots to choose from, and Ivy Muse’s new collection, Boheme, includes three new plant stand designs, two new colour ways and a new ceramic product called the Planter Petite.

Photo: Annette O’Brien

Langan and Vidal decided to hold a stall at this year’s Life Instyle event to promote their new collection, but also the opening of their flagship store in Armadale in Melbourne, which is set to welcome shoppers on Friday, August 19.

Photo: Annette O’Brien

Ashley and Co.

3. Ben and Jackie Ashley and Jeremy Scott of Ashley & Co
The days of the cracked bar of soap on the side of the bathroom basin are gone – your sink deserves to get a bit of styling. Husband and wife duo – Jackie and Ben – along with their business partner Scott, wanted to create a modern day scent brand in New Zealand, which has since expanded to Australia and Singapore.

Ashley and Co.

Ashley & Co offer seven different scents to choose from in the form of body products, candles, diffusers and soap.

The team say that the Life Instyle event was a great fit for them and they enjoyed meeting Australian retailers. “We exhibited last year at Reed Gift Fair in Melbourne and were overwhelmed with the response,” says Jackie. “Life Instyle is far more compatible with our brand and market. Hopefully we were easier to find also!”

5 Cool Newcomers to Life Instyle Melbourne 2016

4. Lesley Williams of Botanica Boutique
Representing the innovative products coming out of Adelaide is this cleverly designed mini mossarium by Botanica Boutique. Williams has a passion for indoor plants that dates back to her childhood, when her mum would keep amazing planters and macrame pot holders.

Photo by Lesley Williams

The mini mossarium she has designed is inspired by the terrarium. The atmosphere within the glass needs to stay moist, which is aided by the drip-shaped glass. As water perspires from the moss, it drifts up the glass and drips back onto the plant.

Photo by Lesley Williams

There are large and small options with the possibility to also stack the mini mossariums on top of each other.

For Williams, the best part of this year’s show was being able to meet retailers and the other designers. “Having an online store and building relationships over email is not the same as meeting someone,” she says. “By meeting potential stockists you better understand their shop’s story and their needs as retailers.”

Photo by Vueey Le

Provider Store

5. Tara Bennett of Provider Store
This beautiful Sydney-based homewares and online design store had its first appearance at this year’s event. Tara Bennett established Provider Store in 2012, and showed off her handmade pieces at the Pigeonhole stall.

Photo by Todd Clare

Provider Store

Bennett’s designs are influenced by Japanese and Scandinavian styles, and range from throw pillows to handmade candles and ceramics. She combines materials including concrete, copper, brass, ceramic, marble and linen and uses slow-made principles that ensure every piece is given the proper care and attention.

Photo by Todd Clare

Provider Store

The event was a success for Bennett, who gained 26 new stockists Australia-wide through it, on top of brand awareness. “Everyone who came and spoke to me and placed orders was so lovely and supportive,” she says. “The vibe and levels of creativity were very infectious. I gained a few new friends along the way, and also took some great feedback onboard and listened to people’s needs and wants.”

Photo by Todd Clare

TELL US
Did you attend this year’s Life Instyle? What was your favourite stall? Tell us in the Comments.

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