Director, Shelley Barrett, had been running a successful modelling agency for 10 years and over the course of time she would hear countless stories, ideas and dreams from her models and stylists about products they wished were on the market but weren’t available. Shelley listened, saw the potential for a thriving business and went straight into production formulating innovative products that larger multi-nationals weren’t providing.
Today, her business ModelCo has become a cult beauty brand that resonates with a modern woman, providing chic and sophisticated must-have beauty products. ModelCo’s edge transcends what’s new into what’s next, with products that deliver what they promise.
Within just five short years of launching and a 350% turnover growth, ModelCo, has enjoyed spectacular global success with the brand now sold in over 500 department stores and niche beauty apothecaries, including Colette and Le Printemps in Paris; Villa-Moda in Dubai; and beauty mecca Space NK in the UK.
In the US ModelCo is stocked at Sephora and is the first Australian beauty brand to launch into New York’s finest boutique department store Henri Bendel, BLISS Spas and Victoria’s Secret.
In Australia, ModelCo is in exclusive department store distribution partnership within David Jones, the country’s leading prestige department store.
Shelley recognised a need in her industry and took the opportunity to springboard into a niche market and succeeded.
We asked Sheley some inspired questions:
What were the main challenges for you in the beginning?
Finding quality manufacturers, having a solid business plan and understanding government legislation pertaining to the industry. Finding good people can also be a challenge. Fortunately I now have a great team of people who specialise in different areas. For example, retail, marketing and research and development.
If you had your time again what would you do differently?
The retail industry was something I hadn’t had much exposure to, so I would say if I had my time again I would make sure I had a better understanding into the retail environment.
What advice would you give to our members who are thinking about re-inventing themselves?
Have a thorough understanding of the industry you are about to enter into, surround yourself with good people and most importantly, to have a solid business plan to ensure all your dreams and aspirations can come true.
What do you love about your job and what inspires you?
The team of people I have around me, being able to provide innovative, creative cosmetics that are revolutionary and of a premium quality to women all over the world.
