In the first instalment of our 2019 Top 100 online retailers showcase, we talk to alternative fashion brand Beserk about how the company achieved its number 29 ranking.
Born at the start of the new millennium, Beserk’s alternative fashion range is inspired by Japan, manga and “all things cute and dark”. According to the company’s Founder and Director, Fleur Brazier, the business was founded out of the desire to supply the public with clothing that can’t be found in mainstream retail outlets and has grown from nine clothing ranges to the thriving business that placed among the top 30 Australian online retailers for the year.
“We were super early to the online space and I built my very first HTML site back in 2001 with a very basic order form,” she says. “Since then we have gone through numerous websites and platforms, had many sleepless nights and extended deadlines, we have used OpenCart, OsCommerce, Magento and we are currently with Shopify.”
We sit down with Brazier to learn more about the brand and how it’s grown over the last 19 years.
What makes your business offering stand-out from the crowd?
“Beserk is an alternative online store and offers items that are a little different to other online stores. We search the world for clothing, homewares and items that are not available elsewhere and something that is a little quirky and unique.
“We aim to offer the best customer service you can find. We treat all our customers as VIPs and I never ever want a customer to walk away from their experience with Beserk unhappy, as they are the most important part of our business. We are very proud of our five-star rating with Google and our 4.9 on Facebook and we strive to make sure that every customer loves the items they purchase from Beserk and their experience with us.”
Congratulations on ranking in Power Retail’s Top 100 Online Retailers list! What initiatives have you undertaken over the last 12-months that you believe contributed to this result?
“Thank you! We were so honoured to receive the place we did and were so excited to see the Beserk name among so many other incredible businesses. We have an amazing team who work tirelessly to ensure all our orders are dispatched same-day, and make sure all our customers are 100 percent happy with their online experience. In the last year, we have trialled some new advertising and have increased our social media advertising spend, which has proven very effective for us so far.”
Do you have any developments on the horizon?
“We have a lot of new exciting projects happening this year, including our own clothing line ‘Beserk Clothing’ which we will be re-released mid this year, plus some other in house products that are in development and currently top secret.
“We are currently working on a new look website, with lots of improved features and exciting new releases. We only promote our store to the Australian market at the moment, but we are in talks with freight companies to negotiate discounted freight for international customers and will be looking to take Beserk global very soon as well, which is very exciting and a very big untapped market for us.”
In a perfect world, what sort of goals would your business be kicking five years from now? Do you think these goals are achievable?
“I am excited to see what technology will be available in five years and how the online retail space will evolve and change and I hope that Beserk is at the forefront of those changes. I would love for Beserk to be much more interactive with customers. For instance, I would love to be able to offer them a more reliable sizing system, where customers are able to virtually try on clothing online to ensure it fits perfectly and deliver them all the information they require to make a purchase that is right for them.
“Hopefully in five years we also have super fast delivery, with goods delivered within a few hours of the customer making their purchase. We are also working towards becoming a 100 percent ethical business, with all packaging materials recycled or biodegradable, cutting down as waste as much as possible and continuing to support and promote animal charities and environmental organisations through our website and blogs.”
What do you believe are the biggest challenges for Australian e-commerce businesses, and what could be done to address these? What are the biggest opportunities?
“Freight is always a big challenge for us. Due to the distance from our suppliers, who are mainly located in the USA or Europe, freight costs and time to receive goods to Australia is always a challenge and adds extra costs to the product price that competitors in the USA and other countries do not have. We are hoping that as the Australian market grows, freight prices will decrease in price.”
Beserk recently ranked number 29 in Power Retail’s annual Top 100 Online Retailers list. Find out why in the latest copy of the 2019 E-Commerce Leaders’ Playbook, which is on sale now!