1. A High Heeled Journey
the PeepToe story so far…
presented by Sue Ellen Mackintosh-Dixon
Chief Executive Officer
10 November, 2011
www.peeptoeshoes.com.au
2. NIKKI HAGER
Founder and Creative Director
Nikki Hager is a well known fashion identity and philanthropist.
Nikki has been nominated for Cosmopolitan Women of the
Year Award for two consecutive years. In categories
Entrepreneur of the Year and Designer of the Year 2010.
Nikki joined the Fashion Future mentor program in 2010.
Inspiring young designers and entrepreneurs to a career in
fashion.
She was the winner of the Fashion Group International Rising
Star award earlier this year.
And….in June Nikki was a finalist in the very prestigious Ernst
& Young, Entrepreneur of the Year in the Emerging category.
3. THE BRAND
PeepToe is Australia’s leading shoe, jewellery, bag and accessory
brand by virtue of spectacular designs. Synonymous with statement
style, quality and glamour.
PeepToe exploding on the fashion footwear and accessories market in
2006, design entrepreneur Nikki Hager picked a niche with her
magnificent stand-out heels. The brand quickly expanded to include
statement jewellery, bridal and bag lines.
Six PeepToe boutiques, 2 pop-up boutiques accompany a revolutionary
e-boutique with consistent customer growth each month.
Our customer – our girl, is 18-35 fashion savvy, iphone holding,
facebook posting individual. She loves the ‘wow, where did you get
those shoes from ‘ comments from her friends. She knows there is
room in her closet for both our classic range of products as well as our
monthly drops of ‘fashion newness’. She has a successful career and
engages with our brand over the many stages of over life during the
20’s and early 30’s.
4. BOUTIQUES
OUR
Westfield Sydney
PeepToe’s flagship store
PeepToe boutiques are described as boudoir chic.
Eye catching shoes and accessories take over the chandelier lit space in
a dream wardrobe style.
PeepToe boutiques are located in: PeepToe Pop-up boutiques are located in:
• The Intersection, Paddington •Chatswood Chase
• Westfield Sydney •Westfield Parramatta
• Westfield Bondi Junction
• Castle Towers
• QueensPlaza, Brisbane
• Little Collins Street – Melbourne CBD
5. D I G I TA L
Leading the way with a cutting edge eCommerce site,
PeepToe recently updated their Digital space in March this
year ensure it maintained progressive functionality. With
revolutionary technology on social networking platforms that
succeed anything seen in Australia before for such a young
business and rival’s businesses like Net-a-porter & Aesop.
The PeepToe eBoutique is a digital fashion powerhouse.
Ensuring a seamless shopping experience and Social Media
interaction to communicate and connect with members, fans
and followers in real time. Currently sales from the digital
channel represent around 10% of the business and growing.
Website Stats:
Unique visitors: 67,000 per month
Page Impressions: 730,000 per month
eDM subscribers: 31,000
Facebook 100,500
Twitter: 3,600
6. STOCKISTS
Over 100 unique boutiques stock PeepToe nationally, the largest include:
• NSW: Abyss, Tara Wolf, Cherry Red, La Luna
• VIC: Green With Envy, White Suede, Jason Gretch
• QLD: Jules & Roc, Petrol
• SA: Chasing Nell
• WA: Zara Bryson, Shoe Be Doo, Luxxe Fashions
• NT: Stomp, Mixed Lollies
• eCommerce sites: Styletread, The Iconic
• Selected David Jones Department stores nationally.
7. Fashion Targets
Breast Cancer
Licensing
• PeepToe has an on-
going relationship with
Fashion Targets Breast
Cancer, an initiative of
the National Breast
• In September of 2011 Cancer Foundation. A
PeepToe embarked on a range of PeepToe for
licensing agreement with FTBC products include:
well-known Australian heels, ballet flats,
designer Jayson Brunsdon. clutches and bangles are
• Using Jayson’s design available in all boutiques
capabilities coupled with and the eBoutique with
PeepToe’s established 40% of the profits going
supply chain, marketing & to raise funds for the
selling expertise both shoes organisation.
and bags will sold-in to Myer
and are currently available.
8. IN THE MEDIA
With a high media profile PeepToe are regularly seen in every major
publication including; Vogue, Harpers Bazaar, marieclaire, InStyle,
Madison, Cosmopolitan, Shop Till You Drop, Cleo and Grazia.
News publications nationally including SMH, Daily Telegraph, The Age,
Sun Herald, Sunday Telegraph , Herald Sun and Sunday Herald Sun
and Sunday Mail.
PeepToe is regularly featured on national and international television
shows; The Today Show, The Morning Show, Kerrie Anne, The X
Factor, Australia’s Next Top Model, Winners and Losers, Keeping Up
With The Kardashian’s and The Hills.
PeepToe dress the most glamorous faces and boast a loyal
celebrity clientele including:
Mel B, Natalie Bassingthwaighte, Delta Goodrem, Natalie
Imbruglia, Sarah Murdoch, Jennifer Hawkins, Jessica Mauboy,
Laura Dundovic, Ruby Rose, Rachel Finch and Jackie O.
Along with international fans Nicky Hilton, Kim and Khloe
Kardashian, Kelly Rowland, Lo Bosworth, Catt Sadler, The
Pussy Cat Dolls and Rumer Willis.
10. Notes only
• PeepToe Celebrate turning 5 in style
• On October 19, PeepToe, Australia’s leading footwear celebrated 5 years in
the Australian market with a lavish event held at one of Sydney’s Premier
nightspots, The Loft. The stylish affair also saw the launch of ‘Copacabana’
PeepToe’s high summer collection for 11’.
• The Loft was transformed into the streets of Rio, with the Batucada Brazil
dance troupe bringing Carnival to life on stage, with fast paced dance
moves and amazing Capoeira. PeepToe marked the joyous occasion with a
stunning custom made birthday cake from Sparkle Cupcakes.
• The latest Copacabana collection was on display throughout the venue
through four installations, where models from Platform agency showcased
the dazzling designs.
• The latest campaign, which saw the collaboration of acclaimed
photographer Kane Skennar and the creative styling’s of Sarah Bonett, was
showcased all around the room to the delight of guests of whom sipped
on PeepToe Absolut Vodka cocktails.
11. THE VISION
To be the fashion leader in ladies shoes,
statement jewellery & bags. To be an employer of
choice.
GOALS
1. to open more boutique’s nationally both free standing &
pop-up. Currently we have 8 boutique’s, we would like to
have between 15-18 boutiques in the next 3-5 years.
2. to have retail licensing partnerships in place in Asia, North
American and the United Arab Emirates in the next 2-5
years.
3. for our eBoutique to be a single biggest store in terms of
sales generation by FY 2012
4. Have a multi-channel retail marketing plan in place.
5. Strong staff engagement, excellent business culture, open
communication
6. Efficient & scalable supply chain
12. How HoH can
help
1. Introduction to strategic global retail partners
in key markets:
1. Asia – Singapore, Hong Kong, Kuala
Lumpur, Jakarta & Shanghai
2. North America – Los Angeles
3. UAE - Abu Dhabi & Dubai
2. Introduction to people with experience in the
design & execution of a multi-channel retail
marketing plan
3. Introduction to people with experience in
operational reviews including the supply chain
13. THANK YOU www.peeptoeshoes.com.au
THANK YOU!
Sue Ellen Mackintosh-Dixon
Chief Executive Officer
__________________________
T +61 2 8338 0030 | M +61 412 560 637 | F +61 2 9313 4806
E sueellen.m@peeptoeshoes.com.au
A unit 4, 190 Bourke Road, Alexandria, Sydney NSW 2015, Australia
