Their collections can now sell out in 60 seconds, but it’s been a slow rise to the top, says STAX fashion label founder Don Robertson, whose original idea left him $80,000 in debt.
What started in 2013 as a failed fitness supplement brand at a Perth gym is now a multimillion-dollar luxury activewear brand.
Affordable activewear brand STAX was launched in 2015 by Don Robertson and Matilda Murray.Credit:James Brickwood
“When I opened the initial supplement store, I tried to build this really big e-commerce website, and wanted to dominate the nutrition space,” Robertson says.
“I was working four different jobs and fighting to stay alive; it ended up costing me upwards of $80K”.
Converting STAX to a fashion label in 2015, Robertson and now-wife Matilda Murray ran the business from Robertson’s mother’s home. They took every opportunity to work with local influencers to give the brand as much exposure as possible.
In 2019 Murray’s career in recruitment led to a move to Sydney, presenting a chance to expand the brand outside of Western Australia.
“We wanted to work full-time for as long as possible and in 2019 we were supported by Matilda’s salary alone,” Robertson said.
Within months the couple hired their first employee and Murray came on board full-time in a marketing role, in charge of managing Robertson’s vision for the brand.
“I am the crazy thinker, dreamer and creative, and to be honest if we implemented all my ideas, we probably wouldn’t have any money,” Robertson said. “Matilda is good at helping me find the balance.”
The pair said they had no business plan or mentoring before starting their own brand.
Pop star Lizzo is a fan of the size-inclusive brand.Credit:
“The plan was to wake up every day and try and sell,” Robertson said. “I’ve been an entrepreneur my entire life and I’ve been hustling my entire life and I have worked retail so I know sales, but we never worked from a business plan.”
Since their move to Sydney, the brand has grown exponentially and now has 60 staff. It has attracted an international following including celebrities such as Jennifer Lopez, Lizzo and Megan Fox.
The pair say what sets them apart from the likes of other activewear brands is that they think like a fashion brand and are proud to be the first Australian activewear label to run eight size offerings from extra small to 4XL, which they have done since day one.
“A lot of the time people can’t afford to purchase those products [clothes worn by celebrities] because either it’s out of their budget or the sizing is too small,” Matilda said. “What we’re doing is offering a luxury product for an affordable amount that caters to every size.”
A game-changing moment for STAX came when a bulk order from a supplier went missing at sea for eight weeks just ahead of the launch of a collection – their Premium Seamless Version 2 line.
“We were planning a really cool photo shoot – it was the biggest risk we were taking, flying in models. Then our container went missing and we went into lockdown,” Robertson said.
When the shipment did arrive, it was impossible to stage a shoot with models due to COVID-19 restrictions, so Robertson shot their campaign with Matilda as the model.
Despite the setbacks, the range was a breakthrough moment, with the tights, crop tops and shorts going viral online. Once launched, the collection sold out in 60 seconds.
As for what the future holds, the couple hope to dominate international runways and open stores in major fashion capitals.
Last week, they hosted 600 guests including media, celebrities, influencers and loyal customers for an exclusive unveiling of PSV6 Second Left, a theatrical collection unveiling at Luna Park’s Big Top.
“We don’t have huge revenue aspirations,” Robertson said. “We want to have a really big global footprint. I’d rather have a boutique store in most fashion capitals, and have runway shows in [places like] Italy and Paris and influential people participate in our creation.”
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