Retail in Asia


Inside the handcrafted world of Australian brand Eadie Lifestyle

Eadie Lifestyle is an Australian company that has made a name for itself in the world of home furnishings and lifestyle products, gaining a reputation for its impeccable craftsmanship, attention to detail, and commitment to creating timeless pieces with artisan communities.

The company was founded by Trudie Cox, an entrepreneur with a passion for design and a keen eye for style. Trudie set out to create a brand that would blend elegance, comfort, and sophistication.

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Eadie Lifestyle’s diverse range of products, including handcrafted cushions, throws, bedding, and linen clothing, are inspired by the character Eadie and her travels across the globe, embodying a sense of effortless elegance and relaxed sophistication. The brand’s aesthetic combines classic design with affordable luxury, resulting in products that are timeless and on-trend. With a strong presence in the Australian market, Eadie Lifestyle has also expanded its reach internationally, gaining a global following of customers who appreciate the brand’s commitment to quality and design excellence.

Ahead of the eTail Australia 2024 conference, Retail in Asia speaks with Chrissie Young, head of marketing at Eadie Lifestyle.

RIA: Tell us about Eadie Lifestyle. 

Chrissie Young: Following a career in Corporate Media and whilst studying interior architecture, our founder and CEO Trudie Cox identified a lack of timeless, affordable yet luxurious home soft furnishings available in the market. She found they were often mass produced without heart and soul, so she took a leap of faith, and with much enthusiasm and determination, launched Eadie Lifestyle. 

We began in 2014 as a B2B business designing mostly cushions but quickly expanded our offering to include throws, bed linen, home décor and linen loungewear. Every piece in our collection is handcrafted by talented artisans, using both ancient and modern methods of textile creation. Eadie works with the same two family run accredited factories in India that we began with.

In 2015 we launched our D2C model which has allowed us to present the brand in a more comprehensive way and develop stronger connections with the Eadie customer.

RIA: How has the brand’s mission and audience or customer base evolved since its founding?

Young: Our mission has always been to create timeless, unique, practical pieces that bring people joy, in harmonious partnership with the planet and our artisans. These artisans have become our family and we feel really proud of this collaboration that ensures consistent quality, love and pride in each and every piece created. We care for each other, our artisans, and our Eadie family, which now extends to thousands of customers, stockists and designers across Australia, New Zealand, SE Asia and North America. 

The response from retailers and designers was overwhelming when we launched in 2014. We were very fortunate when we started our D2C online business in 2015, that we had developed these B2B relationships. Retailers endorsing our brand definitely increased consumer confidence. We also had access to a large library of  UGC to repost from highly regarded designers who partnered with Eadie. It helped new visitors to our socials and website trust the brand.

Source: Eadie Lifestyle
RIA: What are some home and lifestyle trends you anticipate will emerge or make an impact in 2024?

Young: Our obsession with Copenhagen and Scandinavian design continues with a little farmhouse chic added to the mix. Exposed natural timbers and textiles that draw inspiration from the earthy tones of nature and the magical blue of the sky.

There will be a desire to seek calm in the home with the Japandi Wabi Sabi trend. To find beauty in imperfection, in simplicity and in the natural world by bringing lots of organic shapes and textures into a space. 

And recycled, sustainable design with a focus on quality long lasting design. We will be expanding our stunning recycled cotton collection that is crafted using the ancient art of hand looming. 

RIA: How do you compare your brick and mortar vs. online business?

Young: We are always working to create a seamless omnichannel experience for our customers but there are definitely elements of the in-store experience that are difficult to replicate online. Our bricks and mortar store is designed to be experiential rather than transactional. Visitors walk into “Eadie’s Home” with rooms dressed completely in the Eadie collection. From her bedroom, living space, kitchen/dining and bathroom, each space is a glimpse into Eadie’s world. We even have an Eadie Song that we wrote and recorded playing in the store to further enhance the story telling.

From a customer service perspective, we make sure our online CX is as world class as in-store. Our Eadie stylists are on hand to offer styling advice and create complimentary mood boards. We have also integrated various tech and AI to ensure the experience is as personalised and smooth as possible.

Source: Eadie Lifestyle
RIA: What are your priorities when it comes to marketing, and how do you approach that for maximum effectiveness?

Young: Going into 2024 our priorities are definitely shifting. Consumers are feeling the pinch with rising interest rates and inflation. They don’t need to have product pushed on them endlessly. We are moving our focus back to branding and brand awareness, creating more content that adds value to our customer’s lives. 

While AI and tech make certain aspects of the business more efficient, customers are fatigued by the constant messages and advertisements that don’t interest them. We are building more human personalised connections with our customers both offline and online. This includes some exciting new plans with video, live streaming and events. We are always exploring new partnership opportunities to ensure we place Eadie Lifestyle in front of our target audience.  

Source: Eadie Lifestyle
RIA: Tell us about what you plan to speak about at this year’s eTail Australia conference. 

Young: I’m really excited to be speaking at eTail in Sydney this February on our marketing strategy for acquiring new customers without alienating our existing ones. There’s a double layer to this as we not only need to consider our existing B2C customers, but also the extensive B2B customer base that forms a large portion of our business. 

Having commitment from all departments in the business to our brand’s ethos and values enables us to operate with transparency. We nurture our existing customer base with exclusive offers, campaigns and events and often communicate the appreciation that we wouldn’t be where we are today without their ongoing support.

We are also always looking at new ways to surprise and delight both new and existing customers. I look forward to expanding more on this at eTail!

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RIA: Why is eTail Australia a not-to-be-missed event?

Young: It’s a great opportunity for like -minded professionals in our industry to come together and share ideas. This will be my third year attending eTail and I wouldn’t miss it. Hearing other panellists and keynote speakers, I always come away with gems that inspire new initiatives at Eadie.