Fiona Mutton - Len Mutton & Co, David Sharp - Frontline Stores
MORE WORK ANNIVERSARIES!
As far as loyalty goes, our Head Office Team has this in abundance, with 3 staff celebrating work milestones in the last 6 months:
JACKIE KEFFORD: 30 years
TONY D’ALESSANDRO: 15 years
DAVID SHARP: 10 years
We celebrated their achievements with a morning tea.
Congratulations and thank you for your service and loyalty.
This issue sees a new guest contributor from our office: Bernadette from Reception. It’s great to have not only a fresh pair of eyes, but some fresh input into the edition.
As well as the end of financial year wrap up, we celebrate (in more detail) some Members who have been in Frontline for more than 40 years. Not only do they demonstrate loyalty, tenacity & service, but the ability to constantly adapt their business. In our next issue, we will highlight more 40+ Members.
The ability to adapt is also very much needed in the wholesale business too, so we have some interesting articles on how Ambra, Avenel & Ritemate are adapting and expanding into new product categories.
These are some upcoming retail events that Frontline Members should keep an eye on this year.
Fundraising & Acknowledgements
LISA’S LACIES FUN WALK & RUN
On Sunday 4th May, Sam and Miro from Head Office took part in this event, to help raise funds for Think Pink - an independent, volunteerbased charity. It dedicates its efforts and the funds it raises to provide psychological, emotional, physical and practical support for
OUR 13 TH BIGGEST MORNING TEA
Once again, our 210 Canterbury Road occupants gathered in support of the Cancer Council. Over a hot cuppa, we raffled off donated goodies from Darche, Home Innovations & Linen House, raising over $1,100 in the process.
Sadly there are very few whose lives are not (or will not be) touched by this disease. Cancer Council is Australia’s leading cancer charity, working across every aspect of (every) cancer.
FAREWELL TO FINNYS
After an iconic 35 years in business and with Frontline, Ray and Anne Finn closed both their Shepparton and Bendigo stores. They were known for their frequent regional advertising, door busting sales, and were key retailers in the Manchester arena. As they moved into retirement, we said a personal farewell from the Head Office team.
WE’D LIKE TO HEAR FROM YOU!
anyone affected by a breast cancer diagnosis.
The morning was attended by about 80 participants who walked or ran 1, 2 or 3 laps of a park in Frankston. Over $5,000 was raised.
Well done to Lisa’s Lacies (one of our local Intimates Members) for organising such a fun, worthwhile event!
THE MARCH SQUAT CHALLENGE
In March, 6 of our Head Office Team undertook a challenge to complete at least 58 squats per day for the whole month.
Why 58? According to the National Breast Cancer Foundation, 58 Australians are diagnosed with breast cancer EACH DAY.
Under the name “FL Buns Of Steel”, they raised $1,090 for the National Breast Cancer Foundation with each participant averaging 1,798 squats over the whole month.
Do you organise a fundraiser for charity on behalf of your business? We would love to share it either in
Upfront or our weekly emails. Please contact our Head Office on (03) 9888 5766.
40+ MEMBERSHIP
We are grateful and proud of our Frontline Members – whether new or long-standing.
In the past year, we have seen many businesses sold and remain within the Group – a truly great testimony. Here, we wish to pay tribute and thanks to our Members who have been with us for a longer amount of time. THANK YOU FOR YOUR SUPPORT!
Graham Johnston Menswear - Kyabram
Burtons Clothing Co - Euroa
This family business goes back 5 generations, to 1906. The department store sits alongside a large IGA supermarket and forms the epicentre of the township. Burtons puts their longevity down to a loyal customer base from the township, and always trying to stock what their customers desire.
Graham worked for Knights in Kyabram, who was an ARL Member at the time, (now Frontline) in their Menswear area. Graham had recognised the benefits of a buying group and after going out on his own, needed assistance with greater buying power. After reviewing a list of Preferred Suppliers and seeing good discounts with his top 4 suppliers, including Yakka he joined Frontline Stores on 01/02/1984.
One of the many benefits Graham has enjoyed with Frontline has been the trade fairs, not only to view the new season stock, trade fair specials and the convenience of many suppliers in the one place, but the camaraderie with-
This in turn attracts people from 30 minutes away. They appreciate the discounts through Frontline and the ease / consolidation of business. Less credit applications are also a factor, as well as assistance from Head Office in finding product. Burtons are our longest servicing Member, according to our records –at 47 years!
in Frontline and like-minded country retailers.
Graham puts his longevity down to good quality service and always acknowledging everyone who enters the store with a friendly welcome, no matter how busy he is.
Business has changed over the years for Graham and 16 years ago, son Brett took over managing the store. As stores in surrounding towns slowly closed down, Graham has picked up customers from nearby Echuca, Shepparton, Tongala, Tatura & Nathalia. Currently there is 1000 housing blocks under construction, just on the edge of Kyabram. This will no doubt bring Graham and Brett a whole new generation of shoppers.
Millers - Benalla
Purchased by Geelong retailer and philanthropist Alexander Miller 134 years ago, the business has now been run by the same family for over 90 years – locally owned and run. It stocks a broad range of merchandise, attracting loyal nearby customers as well as those from further afield. Customer service is a cornerstone along with historic retail charm in a modern
setting.
Current co-owner Sheryl Coughlin says: “As a proud Frontline member for over 40 years, we deeply value the strong supplier network, the extensive range of quality mens and womens apparel, and the unmatched buying power that comes from being part of a trusted purchasing group. This partnership continues to support our growth and commitment to delivering value to our customers”.
The Bounty Shop - Frankston
The business started 68 years ago, with menswear and schoolwear, (later) evolving into surf and now more of a boutique.
According to our records, they joined Frontline in August 1981, making them our second-longest Member (after Burton’s Euroa).
Mark still works most days with business partner Jenny and her son Scott, plus 2 others making up the whole staff.
Ray Croft - Colac
The Ray Croft name has been synonymous to the Colac and district area for over 110 years. In the early 1900’s it was mainly a Haberdashery store then moved into Electronics as well. When it became involved with electronics it was known as Ball
Macks - Maryborough
Macks was a menswear store in the 60’s and 70’s owned by Mr Mack senior. Deciding to retire, Mr Mack sold the business to his son Alan, who joined Frontline 1/5/1984 to gain better buying power.
Ten years ago Alan sold to family friends, Deb & Dave Walker who are still proud Frontline Members today.
Macks introduced surf wear and ladieswear to the store back in the 1990’s which has held them in good stead as they are still the only store in Maryborough carrying the surf labels.
Covid meant exploring a website and they spent many months in
It has been Scott behind the rejuvenation, using council grants to upgrade the front of the store, and extend inside. Their turnover with Frontline has dropped over the years as they move to more boutique lines, and less schoolwear (only servicing 2 schools now instead of 30+).
Main brands are RM Williams, Rodd & Gunn, Country Road, Thomas Cook, Ringers, Crocs, Birkenstock. With Myer closing in Frankston and Scott’s drive, they seem well-set for the future.
& Croft.
In 1932
they decided to open Ray Croft so they could soley concentrate on Menswear, and Ball & Croft as an Electrical store which is also still operating today. Ray Croft is still currently at the same address as when it opened in 1932. In 1985 when the old Coles variety store closed next door, Ray Croft seized the opportunity and expanded into this store with Ladieswear, Manchester and Giftware.
Ray Croft owes its longevity to having such fantastic long serving staff that ensures customers still
2020 setting one up.
As business has changed, so have Macks and now they do many sales online, sending stock all over Australia. They also do most of their purchasing online as they only have reps visit from Back Bay, One Ten Willow and two others. Buying events have become less relevant to them, as the surf labels do not participate.
Their Frontline membership means they can have access to many suppliers who may not deal with them – or certainly would not give them a discount.
Debbie is very happy with her membership and we look forward to another 40+ years together.
get the service that they need. You definitely need to try and cater for everyone in a small country town, from a huge range of labels and on trend clothing but not trying to compete with the fast fashions found online.
Rat Croft certainly enjoys the benefits of being a Frontline Member, extra discounts for weekly payment, such a large Supplier list to choose from and Frontline Trade Shows to see the up and coming fashions for next season.
“When I was 12 he said never be greedy and we will always be here and that’s true, we still are.”
LEN MUTTON & CO.
Braidwood, NSW
Located in the Southern Tablelands of New South Wales one of Braidwood’s most authentic and eye-catching buildings is Len Mutton & Co, which stands tall in the middle of Wallace Street. The historic double-story general store is one of only a few of its kind left in Australia.
It has been a central hub for everything from Akubra hats to pots and pans and underwear, and through the love and dedication of four generations of the Mutton family, many of its original features remain.
For the past 21 years, Fiona Mutton has played an integral role in maintaining its special meaning to the local community and the thousands of visitors who flock there each year. “We are very loyal to the origins of the business and very proud it is still in the family after 107 years,” Fiona says.
There are very few original country general stores left these days. There are some in regional Queensland but most have gone by the wayside
because there hasn’t been someone to take them over and Len Mutton & Co have been lucky in that they have always had that someone.
This very shop has been owned and operated by the Mutton family for four generations, making it one of the oldest family owned businesses in NSW and the ACT.
The original business was established in 1913 by Edward Norman Mutton, and the shop operated as a true general store specialising in quality tailoring for men and women, fashion and footwear as well as extensive homewares and haberdashery ranges.
In the 1940s Leonard Norman Mutton, purchased the business from his father and along with wife Isabelle continued to operate it until his death in 1976. “Len Mutton & Co” is still the name you see over the door today.
Len’s children, Brian and Janelle, and Brian’s wife Ann Marie inherited the business and it continued to trade under their guidance until Brian’s death in 1998.
Len’s grand-daughter Fiona took over
management in the 90s, bringing Mutton’s into the twenty-first century and cementing its reputation as a shopping destination not just for Braidwood but the far corners of their region.
Fiona knows the store inside out and has fond memories of her childhood spending school holidays helping her grandfather to run it.
“It has been a huge part of my life. I used to come to work on Saturdays from the age of eight. My job was to fold the beach towels and he gave me lots of life advice along the way,” she says.
“When I was 12 he said never be greedy and we will always be here and that’s true, we still are.”
It was a typical country store in its heyday. Food was on one side of the shop – everything else on the other. The original wooden floors are still there today along with the corrugated iron roof and the counters – single slabs of the finest wood which, along with many of the shop’s other original fittings, could have been sold a thousand times over to people coming
into the store.
“I’ve got a lot of people on the list who want the fixtures after I die,” Fiona jokes.
According to Fiona, the counters needed to be huge – with sometimes up to 10 staff members behind them at one time. There were three of them – one for food, one for menswear and another for ladieswear and haberdashery.
The original boot room remains, where locals were fitted for their footwear, although Fiona says it was also used as the office.
“I remember the money was sent in this wooden ball along a wire to the boot room where the cashier would work out the change.”
Fiona learned a great deal from her grandfather and holds huge respect for his legacy. Each day she sits down proudly at the antique American Oak desk he once used and does all the bookwork for the business in the oldfashioned way.
“Everything is done by hand. I write in the original leather-bound journal and
“My grandfather always used to tell us that you were only ever as good as your staff.”
do all the accounts by hand and all the dockets are written by hand:’ she says.
“There are lots of nods to the tradition and history of this store.”
With a background in senior management positions with major retailers Grace Bros. and Myer, Fiona has helped Len Mutton & Co to evolve and remain viable, and it’s since become renowned for specialising in quality womens fashion.
“We specialise in natural fibres such as cotton, possum and fine Merino. Given the climate and how cold it is here, in winter those fabrics are very sought after and it’s where the bulk of our sales come from,” she says.
Open seven days a week, Len Mutton & Co has built a loyal following with its customers, and the store’s motto remains “Something for Everyone at Len Mutton & Co”.
“My grandfather always used to tell us that you were only ever as good as your staff.”
Fiona was close to her grandfather Len, remembering him as a “real
gentleman”, a “kind man who never let any child go to school without shoes, who always let families have time to pay things off”.
“He always liked to stock quality, which I think has kept us in good stead. He always used to say that the quality of something would be remembered long after the price was forgotten.
“My siblings and I inherited the place but I was the only one with retail experience, so I thought I’d give it a few months – 25 years later I’m still here – and still love it.”
But she knows it won’t last forever. Her three children, she says, have focused on different careers and “have their own lives to live”. “If this place ends with me, it’s been a great innings.”
The history of the store is tangible, but as Len himself used to say, what’s on offer is “as modern as the minute after midnight.” With contemporary style and consistent quality, Mutton’s remains the cornerstone of quality and customer service.
Lifestyle & Services
Welcome to JACK & JONES, your go-to destination for mens clothing. Whether you’re into the latest trends or a fan of classic denim, JACK & JONES have you covered. Since 1990, JACK & JONES have been focused on one thing: making quality denim and essential menswear accessible to everyone. What started with a passion for jeans and a simple idea has grown into a brand that’s more than just clothes. It’s about creating a space where men can find the styles that fit their lives.
JACK & JONES are a label of supplier BESTSELLER
Explore Qantas Club membership types and benefits, including access to their extensive lounge network every time you fly. Plus, enjoy a range of additional travel benefits, depending on your choice of membership.
Join the Frontline Qantas Club Corporate membership today and start enjoying all the benefits and have the fees billed through your Frontline account.
Welcome to ONLY, one of the trendiest international fashion brands! At ONLY you’ll always find the latest women’s fashion trends, along with must-have wardrobe essentials for every season and occasion. At ONLY, they believe fashion isn’t about fitting into a single style — it’s about having fun with your look and expressing your personality. Whether you’re all about feminine florals and pastel tones or prefer edgy leather jackets and raw denim, you’ll find your perfect match at ONLY.
ONLY are a label of supplier BESTSELLER
Retail Express powers thousands of Australian and New Zealand retail stores with advanced POS software. For over 16 years, Retail Express has supported over 5,263 retailers and driven over $50b in AU and NZ retail sales through a combination of advanced software features, outstanding support and unparalleled industry expertise.
For any queries, please contact: Travis McKenzie | 0420 886 784 | travis@frontlinestores.com.au
In 2003, Tyro set out to make payments the easiest part of doing business. Today, they’re still into business big time, powering more than 73,000 merchants across Australia with in-store, online and on-the-go payment solutions.
Working with more than 450+ partners, they create seamless payment experiences for hospitality, retail, services and health providers, with integrated banking and lending solutions designed to help unlock the potential of every business.
Founded in 1999, Splosh is an award-winning and industry-leading wholesaler, retailer and distributor of homewares and gifts within Australia and New Zealand. With a passion for designing innovative products in-house, Splosh is also the proud distributor of a number of incredible international brands.
b2b.splosh.com.au
WHY MORE INDEPENDENT RETAILERS ARE TURNING TO ONLINE MARKETPLACES
For many independent retailers, running a bricks-and-mortar store is more than a job—it’s a deeply personal commitment to community, quality, and local connection. But as consumer habits shift and more shopping moves online, many small business owners are beginning to explore digital options to complement their physical presence.
One approach that’s gaining momentum is joining online marketplaces— platforms where multiple sellers list products under a shared online storefront. And for good reason: marketplaces offer a relatively simple, low-cost way to reach new customers without the complexity of building and maintaining a standalone eCommerce site.
The Marketplace Advantage
Unlike setting up your own website, marketplaces come with built-in advantages. Things like hosting, payment processing, mobile compatibility, and even some of the marketing is already taken care of. You’re not starting from scratch—you’re plugging into an existing system that’s designed to get you selling quickly.
For time-poor retailers, that means no learning curve around web development, no chasing payment gateways, and no worrying about server downtime. You focus on your products and your customers—the marketplace handles the rest.
Most marketplaces work on a commission model, meaning you’re only paying a small fee when you make a sale. That makes it more financially manageable, especially for smaller or seasonal stores.
A New Option for Australian Independents
For retailers looking for something closer to home, Shoptrue is a new online marketplace created by Frontline Stores, specifically for Australian independent retailers.
It’s still early days for Shoptrue, but the goal is simple: make it easier for local retailers to take their businesses online, without the usual upfront costs or technical stress. Setup is free, there are no ongoing fees, and a small commission helps cover transaction and platform costs. Frontline takes care of the tech—secure payments, hosting, and order processing—so retailers can focus on running their stores.
Here’s what one of the early adopters, Steph Skenner from Soul Needs, shared about her experience:
“Frontline’s initiative to set up an online platform, free to independents, has enabled small businesses the opportunity to place their stores onto online shopping. The uploading of products into the system is straightforward and completed within a short time frame. Sale point notifications are immediate and the product can be mailed out almost immediately. As a small business who does not use POS and is managed by myself, the overall system functions well within my timeframe.”
Start Small, Stay Local, Grow Online
Whether you’re ready to go all-in online or just want to test the waters, marketplaces can offer a flexible first step. You don’t need to overhaul your entire business model—just a few products listed online can start opening doors to new customers, especially those looking to support local businesses from anywhere in Australia.
For those who are part of the Frontline Stores network, Shoptrue may be a practical starting point. It’s built for independents, backed by a familiar team, and designed to grow alongside the community.
If you’re curious to learn more or want to get involved, you can sign up for your free Shoptrue store at: frontlinestores.com.au/shoptrue
SOCIAL MEDIA TIPS & TRICKS FOR RETAILERS TO BOOST SALES
When it comes to boosting sales through social media, it’s not just about posting content and hoping for the best – it’s about building a community that sees value in your brand, interacts with what you share and gets invested.
Whether you’re starting out or looking to boost what you’ve already built, focusing on engagement, content and ads will give your social media strategy the structure it needs to drive real results.
Engagement
Every like, comment or share tells your platform that your post is worth pushing further - not just to your current followers, but to a wider audience too.
One of the most effective ways to ramp up engagement is with giveaways. Keep it simple, ‘Like this post, tag three mates and share it to enter’. Giveaways snowball into a wave of interaction to get your page in front of hundreds of new eyes.
Polls and Question Stickers are great for quick and easy interaction. Try creating a poll asking which product your audience prefers or which colour they’d like to see next - just be careful to avoid trolls, try ‘Yes’ and ‘Yes but in red’.
Lastly, stay on top of your comments. If people are reaching out and getting publicly ignored, then it’s advertising that you’re not there.
Content
Don’t fall into the trap of thinking every post has to be a perfectly edited masterpiece. If you hold yourself to that standard, especially while juggling everything else that comes with running a business, you’ll end up posting once a month (if that).
Get comfortable with tools like Canva, especially for quick and easy branded graphics. Even more importantly, use
your phone! Snippets of your workspace, videos of new arrivals, behind-the-scenes setups, this kind of content is easy and performs well because it feels real.
Ads
Social media advertising can get complex. But you don’t need to go from zero to expert overnight, you just need to start. If you’re advertising on Facebook and Instagram, here are a few practical tips:
1. Set the right audience: If you’re a local business, don’t waste budget targeting the whole country. Use your suburb, city or postcodes.
2. Use your best-performing content: Look through your posts and find what got the most love, then repurpose that content into an ad.
3. Ease into the funnel: Start with Brand Awareness ads. Once you’re more confident, move to Traffic Ads to direct users to your website. Then, when you’re ready, work with your web developer to install a Facebook Pixel so you can track actions and start running Conversion Ads. So, you’ve got a few videos ready to post, a handful of branded images and some text to go with them - now the big question is: where do you post them?
Choosing the right social media platform depends on your business, your audience and how you plan to show up online. If you’re still undecided, here’s a simple breakdown to help point you in the right direction:
Facebook and Instagram go hand-inhand. If you’re on one, you should be on the other, especially if you’re planning to run ads. Facebook ads automatically show on Instagram too (as long as your profiles are linked), making cross-promotion easy and effective.
Instagram’s strength lies in visuals and storytelling, while Facebook offers versatility, groups and events. Together, they form a solid base for most businesses especially in retail, services or hospitality. YouTube is the go-to platform for long-
Services
form video content and in-depth tutorials. If you’re comfortable filming slightly longer videos and putting in a bit more editing effort, YouTube gives you the chance to build a library of content your customers can refer back to. Think product walkthroughs, how-to guides, behindthe-scenes videos or answers to common questions.
TikTok is all about short-form videos paired with trending audio and fast-paced editing. If you’re up for experimenting, it can deliver massive reach.
That said, you’ll need to be visually creative. If your product or service can be shown in fun, eye-catching ways, you’ll have a better time on this platform. Expect a younger, highly active audience and fast content turnover.
X (Twitter) is the platform for instant updates, news and quick conversation. If your business moves fast, thrives on trends or has regular things to announce, X can be a great place to stay connected. It also has strong potential for B2B and industry engagement, especially if you’re comfortable being active and responsive. Pinterest works more like a visual search engine than a social platform. It’s where people go for inspiration, and to plan future purchases!
If your business is highly visual - such as fashion, food, interior design, event styling or branding - Pinterest is worth investing time in. Pins can circulate for months (even years), giving your content a longer life span than most other platforms.
Take your Social Media Marketing to the next level with Beyond Social!
We offer no minimum terms or lock-in contracts, and a range of packages to suit any sized business or budget - let’s get started.
Call us on 1300 811 476 or visit www.beyondsocial.com.au to enquire online.
Frontline Members receive a 7.5% Discount.
AVENEL - AN AUSTRALIAN STORY
All good stories start with a spark. Avenel’s began in 1966 on Avenel Road, Kooyong when two young entrepreneurs started crafting hats in a Melbourne factory.
Fast forward to today - Avenel is still proudly owned by an Australian family who share the same passion for creating hats for Australians from all walks of life.
Acquired in 2024, Avenel has undergone a major brand overhaul, with the majestic Kookaburra on the Avenel Street sign elevated to take centre stage as its new iconic logo.
Designed in Australia and produced globally, the range reflects every aspect of Australian living. From the beach to the city, the outback to the great outdoors - an Avenel hat has you covered.
Nearly 60 years on, the foundation of Avenel remains the same. Style comes and goes, but quality craftmanship is timeless.
Launching with their new Summer 2026 catalogue for Men’s, Women’s and Kids,
Avenel predicts these trends not to be missed for next Summer:
Country & Western - For over 60 years Avenel has supplied stores all over Australia. However, its roots are from the country and Avenel has proudly been supporting many remote areas of rural Australia and will continue to do so. It is from this love of the country that Avenel has over the years built its foundations on hats for country living with its Australian wool felt hat range which has now expanded to include Fur Felts and Straws. With nearly 30 new styles added in and with names like The Pick Up Rider, The Grazier and The Overflow to name a few, this is a range not to be missed.
Hot on the Western trend and new to Avenel is the Made in Mexico collection which offers everything from Fur Felts, Bangora and Shantung Straw, to Guatemalan & Sahuayo Palm Leaf. These authentic Western hats are made from skilled artisans in the heart of Mexico.
Straws & Paper Braids - Avenel offers an extensive range from high end Panamas to Paper Braids which are ideal for travel and beach. Avenel’s
Toquilla Palm or otherwise known as Panamas, are woven by hand in Equador and honour a rich artisanal tradition in hat making. Naturally resilient, lightweight and breathable, Toquilla strikes the perfect balance of handmade style and practical comfort for next Summer. The Straw and Natural Fibre range offers great versatility, from packable Fedoras that can be rolled up and thrown into your backpack, to elegant wide brims for ladies who lunch. Raffia - a very popular choice in the Avenel range, Raffia is sustainably sourced from Madagascar, Africa, and South-East Asia, bringing a unique rustic charm to your summer look. From fedoras and bucket hats to sun safe wide brims and visors, you will find a Raffia hat that will suit any occasion. Ensure you get your summer order in to secure your stock for delivery in September.
If you need any help, contact Avenel on:
sales@avenelhats.com 0397 024 783
Frontline Members receive a 6.5% discount.
AMBRA MEN’S SOCKS
For over two decades, Ambra has been a trusted name in hosiery and socks for Australian women, known for our commitment to quality, comfort and thoughtful designs that feel as good as they look. Introducing that same trusted quality and comfort our customers know and love, this natural next step in our journey extends our sock range into the menswear space, with the introduction of mens socks.
The market is awash with novelty prints and bright statements, but for men looking for a stylish alternative, there are few options available. It was this gap that inspired our design team to create a range of mens socks crafted with a focus on premium quality, versatility, and subtle style cues.
Designed around three key pillars, comfort, function, and style with the basic principle of quality at its core. Our design team worked intentionally to source the best quality natural yarns, opting for Organic Cotton and Bamboo as the foundation of the collection, chosen for their performance and environmental footprint.
Crafted With Care | Organic Cotton & Bamboo
Organic Cotton and Bamboo are the two hero yarns at the core of this collection, chosen for their comfort, performance, and lower environmental impact. Organic Cotton, often seen as the gold standard of yarns, is soft, breathable, and kind to sensitive skin. Its longer, stronger fibres make for a more durable and comfortable sock, while its production - free from synthetic chemicals and reliant on natural irrigation, helps preserve soil health and reduces water use. Bamboo brings a technical edge, with its hollow fibre structure that naturally absorbs and wicks away moisture, making it ideal for those prone to overheating. Naturally antibacterial and biodegradable, bamboo perfectly blends innovation with sustainability.
A Modern Flair
A collection that brings a touch of modern flair, socks that work as hard as the men who wear them.
Striking balance between practical and polished, our design team has utilised patterns that are minimal yet intentional, subtle stripes, understated geometric
motifs, and classic rib textures. The colour palette draws from the natural tones of the cooler seasons, think moody charcoals, rich navy, forest green, deep wine, and warm earthy browns.
This collection welcomes a new era for Ambra, where our commitment to quality remains unchanged. From fibre to finish, every detail has been intentionally designed, as comfort shouldn’t be compromised by style. Welcome mens socks the same way you have all our products, with confidence in every step.
If you are interested in receiving more information on our Mens sock collection, please contact us at: customerservice@ambra.net.au ambra.net.au
0392 372 200 to view the full current range.
Frontline Members receive a 5% discount.
RITEMATE & PILBARA COLLECTION: What you might not know
Ritemate: A Practical Approach to Workwear
Ritemate’s story began in the late 1970s, when it operated as St. Ledger Textiles, a family-run business that specialised in supplying Australianmade fabrics to local garment manufacturers. The company played a crucial role in supporting the Australian textile industry, providing high-quality materials to meet the demand for locally produced garments. As the global textile landscape shifted and manufacturing moved offshore, St. Ledger adapted, transitioning into garment wholesaling while staying true to its core values of quality, service, and value.
In 2006, the company launched the Ritemate Workwear brand, marking a pivotal moment in its history. Today, under the same leadership, we continue
to build on our deep roots in textiles and manufacturing, now focusing on producing durable, reliable, and comfortable workwear that meets the evolving needs of the Australian workforce.
The Pilbara Collection: Meeting the Demand for Country Wear
In 2013, the Pilbara Collection was born out of a growing demand for high-quality Australian country wear, particularly from our regional customer base. As the company engaged with rural retailers, it became evident that there was a significant gap in the market. The Pilbara Collection was developed, offering hard-wearing garments that combine rugged durability with comfort and style.
The collection quickly earned a reputation as the go-to choice for those who value reliable and functional workwear. Its success reinforced our commitment to providing clothing for
the Australian workforce, solidifying the company’s reputation for producing workwear that stands up to the toughest real-world jobs.
Design
Driven by Customer Feedback
Customer involvement is integral to the success of Ritemate — not just in dayto-day operations, but in shaping the direction of entire product lines. This is especially true for the Pilbara Collection, where feedback from our customers plays a central role in design decisions.
By working closely with our customers, we create gear that works — and continues to evolve as the industry shifts. This ongoing dialogue allows us to fine-tune designs and introduce new features that enhance comfort, durability, and performance in real-world situations.
Ritemate does not sell directly to the market. Instead, the company
partners with trusted retailers, building strong relationships with a network of dedicated suppliers. This model ensures that our workwear reaches the right customers through retailers who understand the specific needs of their local markets. By working through this network of suppliers, we can provide efficient, reliable access to our highquality products across the country. This distribution approach allows Ritemate to maintain its focus on quality, while its retail partners handle the customer relationships and offer tailored service.
Heading West: The Rise of Pilbara Western
Over the past five years, country and western clothing has experienced a significant resurgence, evolving from its traditional roots into a mainstream fashion trend. This shift is evident not only in the global market but in cultural influences as well.
In 2024, Pilbara Western was launched,
taking the Pilbara brand in a new direction. Building on the success and popularity of the Pilbara Collection, Pilbara Western draws inspiration from the rich heritage of Western workwear and fashion. The new line blends the rugged, durable qualities we are known for with a modern take on western wear, offering stylish and functional products for those who embrace both hard work and a distinctive lifestyle.
Pilbara Western combines practical performance with iconic elements of country and western clothing, ensuring that the collection meets the needs of those working in rural and outdoor environments while offering a stylish option for those looking to embrace the Western look.
“It’s Gotta Be Ritemate”
Ritemate’s strength lies in delivering high-quality, durable workwear that combines practicality, comfort, and style. With a legacy in Australian textile
manufacturing, the brand is renowned for its Pilbara Collection and Pilbara Western lines, offering workwear that meets the demands of tough rural and outdoor environments. We continue to focus on producing reliable, functional, and affordable gear designed to keep workers comfortable and looking their best, no matter the job.
Ritemate doesn’t sell directly to the market — it partners with trusted retailers like you, ensuring that our premium workwear gets into the hands of those who need it most. By working together, we make sure the right product reaches the right people, delivering top-quality gear that stands up to the toughest Australian jobs.
If you would like more information, please contact: Tyler Preston 0438 402 375 tyler@ritemate.com.au
Frontline Members receive a 5% discount.
WRAP UPS
FRONTLINE 2025
DIVISIONAL WRAP UPS
Resilient. Diverse. Entrepreneurial.
As we look back on yet another tough year for many, these 3 words really encapsulate the independent retailers that make up our Group.
In the past year, we have had a longer, warmer summer that has made current winter sales difficult. Promised interest rate cuts have been slow. We have had a federal election. The cost of living crisis has continued…
And yet, our members have soldiered on, with some reporting good trading results despite these headwinds.
Broadly speaking, metropolitan sites have had a very tough time of it, perhaps more so than our regional members, but we’ve once again seen members impacted by floods, drought & fires in different parts of Australia, in addition to the suppressed discretionary retail spending.
Total Member Purchases are likely to finish around 5% down on last year.
While these are some of the challenging aspects of the past year, we did indeed have many positives. We asked our Divisional Managers for their highlights of the year.
MENSWEAR
• Growth of Tomy within the group, and now access to their entire range.
• Working more closely with Cambridge Clothing and forming a “City Club Council” consisting of several Members.
• The re-vamp of Contare mens sleepwear has been so well done and is a guide for other brands needing a re-fresh
MARKETING | DIGITAL
• We have launched the new Frontline Stores run Shop True marketplace website.
• Cost of print and distribution has continued to go up so we have worked with printers to keep some cost deals for our Members.
• Members who purchase a Shopify site also get 6 months free membership.
BEDDING | FURNITURE | SLEEP DOCTOR
• Frontline successfully organised the group AGM, along with supplier and store visits in Sydney.
• Member quarterly rebate distribution completed, and Business Activity Statements lodged on time
• Annual supplier review was undertaken, planned, and budgeted for the financial year
HOME LIVING | MACHESTER | HABERDASHERY | WINDOW
• Influenced by a growing focus on sustainability, eco-friendly & locally sourced or produced products, many of our Suppliers such as Sheridan, Linen House, Legend Linen and Tontine are moving towards natural packaging, eco-friendly manufacturing processes and Australian-made/ Australian-grown options.
• Recent discussion have led to new Member opportunities with iconic brand Kas Australia. They are now focused on rebuilding their manchester brand strength as well as promoting their new premium décor brand Ben David.
• Haberdashery continues to be a strong stable segment for Frontline, with Birch Creative a 90-year-old family business now one of the largest Suppliers in the category. A revival of crafts like knitting, crochet & embroidery amongst the younger generation for stress relieving and therapeutic benefits is the catalyst here.
Anne Stolz (Stolz Home Furnishings), Sharon Hall (FL)
Sleep Doctor Factory Visit Sleep Doctor Factory Visit
Miro (FL) with Kingston Grange
HOMEWARES | TOYS
• We revamped last year’s Giftware Group Christmas Catalogue. The changes were positively received by the group’s Members, Suppliers and the end consumers. As a result of the successful changes, we are working on changing/updating the MidSeason Sale catalogue.
• Despite a tough economic climate, it is great that we have been able to sign on numerous wanted Suppliers, including: On Trend Décor and Lifetime Brands.
• The newly created Toys division has been well received, as it remains a focus to nurture and grow the category. The division is strengthened by the support of key Suppliers such as Rhino Rhino, Tomy (John Deer) Mizzie the Kangaroo and Little Change Creators.
• Top Suppliers are Legend Linen, Sheertex, Linen House, Bambury, Birch, Splosh, Donaldson and IsAlbi.
WOMENS | INTIMATES
• Many Members have had the opportunity of growing their business with additional brands / ranges due to major retail chains closing in their areas. Brands they are moving towards are the likes of Caroline K Morgan, Whispers, Givoni and Goondiwindi Cotton.
• Intimate Apparel Members increasing international brands to offer customers a point of difference from majors. While we already have many available via Panache, Viceroy, Felina, Bendon etc….we are looking to more options.
• In both Womens Apparel and Intimates we have seen a significant shift from indent to stock service / in season sales.
OUTDOORS | WORKWEAR
• Adventure Trading continues to be the biggest Outdoors supplier to our members offering a broad range of products across many different camping categories.
• Outdoor Connections – now distributed by Slumber Trek – have been reintroduced into our stable of Preferred Suppliers. New Look/ New Logo/ New Product!!
• The Blue Sky Catalogue program continues to offer the members a strategic marketing option covering over 270 products across all camping interests.
• Jarvis Walker continues to offer a great range of fishing gear at great prices – a terrific supporter of the catalogue program
WRAP UPS
FOOTWEAR | LIFESTYLE
• Crocs have had a phenomenal year and continues to grow with our members
• New suppliers are gaining with our members with both HOLSTER and The Shoe Collective seeing significant growth this financial year.
• After a very soft back to school period, overall sales seem to be strong keeping the category ahead of last year.
• The Laboratory has had a fantastic year, reinvigorating it’s standing with our members and having great results in the process
• New Supplier BESTSELLER has hit the ground running with key brand JACK&JONES men’s product seeing great results with our members as well as women’s brands ONLY and YAS.
RETAIL SERVICES
• A solid year for services which has seen the category track ahead of last year.
• It’s great to see our members reinvesting in their stores and or open new stores with Shop for Shops significantly up on last year, which was also significantly up on the previous year.
David (FL) with Wendy (Blue Sky Myrtleford)
Competition winners at Blue Sky Echuca
Belinda (Parsons Rochester) with Sharon & Sam (FL)
August FAB Event Dinner
Frontline Staff with Aus Brokers
WRAP UPS
• There has been quite a bit of activity on the POS space with several new suppliers added or being added to the services offer for our Members.
• Communication will be a key focus for the services category in the back end of the year. There are so many great savings, it would be great to get the majority of our membership utilising these services.
SPORTFIRST
• We have seen growth of the major traditional sporting brands globally and are excited to continue that growth within stores. Our focus is on these brands: Adidas, Asics, New Balance and Puma. Lifestyle footwear is a big growth category and a focus of stores, along with traditional running footwear. We saw a change of coloured running footwear move towards white base shoes.
• Team sports continue to grow. Basketball – with new players in brands 361 degrees, Puma and New Balance and Asics netball continues to grow. We are seeing more brands focus on football (AFL/Soccer) with new brands of Skechers, Reebok and the old Lotto coming back in to take on the majors.
• Digital screens will start to go into stores from July which will form part of our marketing with the online store.
• Our online Sportfirst store will begin a new transition and focus which will allow more stores to join on the national website, as lead by the brands direction, so we can gain more traction and ROI across the country. Due to the global brand direction, there is only 1 Sportfirst website allowed, so stores will need to transition from their own SF website to the national one.
TOP FRONTLINE SUPPLIERS
Our top Supplier for the financial year was once again Thomas Cook Boot & Clothing Co. with double digit growth yet again.
In alphabetical order, our top 10 Suppliers for the Group were:
Group
JB’s wear (TSCO)
New Balance Australia
Ritemate Workwear
Thomas Cook Boot & Clothing Co.
Triumph International (Aust) Workwear Group
Processing thousands of invoices and claims/credits every year, our Head Office Team strives for maximum efficiency alongside continual system upgrades. Payments are conducted on time, and we seek to add further value by way of saving time and increasing product awareness then sales.
We are grateful for the continued support from our Members and Preferred Suppliers, and remain focused on providing a valued and reliable service to them – and the industry.
For any queries, please contact: Frontline Stores Head Office 03 9888 5766 info@frontlinestores.com.au
August FAB Event Dinner
Frontline Staff with Member Gerard Walker
Jenny visiting Sportfirst The Glen
In Loving Memory
VALE GARRY BAUMGARTEN
10.10.1951 - 10.03.2025
Garry Baumgarten was born in 1951 to German immigrant parents. His father was a menswear sales agent (mostly knitwear) and his mother grew vegetables on their land in Poowong Victoria, located in the Strzelecki Ranges, between Warragal and Korrumburra. They started swapping veggies with a neighbour and ended up establishing a greengrocer business, supplying the local area.
An only child, he soon started work with his father out on the road, learning the trade and how to relate. This country upbringing served him well during his time at Frontline.
He moved to the outer suburbs of Melbourne when his father was retired, still an agent, and soon met his wife-tobe, Jenny. Both his parents passed away while Garry was still relatively young.
His connections were invaluable when Frontline were looking for a full-time recruitment officer. He started in 1987.
For a few decades, Garry travelled frequently, and extensively, all over Australia, spending much time away from Jen and his 3 children Kylie, Kim and Bryce. He was a company man and loved Frontline. In a way, Frontline was his second family. His knowledge of regional areas, retailers, where to stay and eat could have been compiled into a book! Mind you, that doesn’t mean they were always the “best” place to stay, as he was known for being frugal.
While for a few years there was also a second recruitment officer (Ces Thompson), you could easily say Garry signed on hundreds of retailers. In one year (2004), he recruited 101 by himself! He was also involved in signing up many
high-profile Suppliers into the group.
One trip worth mentioning (for length and scale) was a trip he and then CEO, Michael Penman undertook around 2008/9. It started in Perth and continued for over a month, as they drove up the WA coast to Darwin, then down to Alice Springs, calling on Members who rarely saw anyone from Frontline.
Garry often helped out in other areas when needed – eg footwear, and eventually moved into outdoor and corporate workwear. He started the Workwear First brand as an opportunity to counteract the IWS group.
He was also more than happy to teach newer staff and take them “out on the road” – which is where many of us got to know him further. And his jokes.
Garry also loved football and was an umpire - once a goal umpire at a VFL Grand Final. Later in life, he transitioned to coaching goal umpires for the Eastern Districts Football League.
Garry retired in 2017 serving a momumental 30 years at Frontline, to spend less time travelling, and more time with his family, his beloved garden, his dog Sparky and footy. After he retired, many colleagues kept in touch with Garry, a true testament to his character.
