From clicks to bricks – online business reverses business trend

While the trend for retailers to shut their doors and open online outlets continues, an established Australian dot-com has reversed the trend and opened a ‘bricks and mortar’ Superstore in Alexandria, Sydney.

While the trend for retailers to shut their doors and open online outlets continues, an established Australian dot-com has reversed the trend and opened a ‘bricks and mortar’ Superstore in Alexandria, Sydney.

Badbacks.com.au is Australia’s number one website for back pain relief resources and products.   Following seven years of business growth and success, the decision to open a ‘bricks and mortar’ outlet was driven largely by customer demand. 

“It was never part of our original business plan to open a retail outlet, however customer service is a large part of our offering and through dialogue with our customers, we uncovered a growing need to ‘touch and feel’ the merchandise”, says Jonathan Hulme, director of Bad Backs. 

The Sydney Superstore, located at 488a Botany Rd in Alexandria, was opened in 2006 and now showcases over 500 products from the Bad Backs catalogue, enabling customers to come in and try the products before they buy – whether it be a shoulder brace, ergonomic office chair or workstation.

“More so than other online sellers, I believe that the nature of our products creates a need for a more tactile experience.  In addition some of our older customers are less confident with online shopping and need a little more reassurance before they buy”, explains Jonathan.

While Bad Backs headquarters already has their administration, warehousing and showroom of products well established in Melbourne, the Alexandria store showcases the entire product catalogue.  With sales exceeding all forecasts, Bad Backs is looking to open a Brisbane outlet in 2008.

“This is a very exciting time for Bad Backs.  We have recently launched a US site – badbackstore.com, and continue to enjoy the interaction with customers that the retail experience enables.  However we see our business first and foremost as a dot-com, and our retail outlets exist to support and enhance our online business”.

Sydney Retail Store

488a Botany Rd
Alexandria NSW 2015
Phone: 02 8399 1521

Melbourne Retail Store & Head Office

486 City Rd
South Melbourne VIC 3205
Phone: 03 9699 8851

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For further information please contact:

Rebecca Camilleri
PR Consultant to Bad Backs
Contact via email
Mobile: 0407 832 093