An explosion of colour with a sprinkle of neutrals. That’s what you’ll find when you walk through the doors of Proud Poppy’s newest location in Shepparton.
The bright and bold clothing phenomenon is predominantly an online store but now has three bricks-and-mortar stores in regional areas of Australia, including the one that opened in High St last month.
Yea-born store owner Tara McKeon said she remembered catching the V/Line bus to Melbourne for shopping expeditions when she was younger and that it had always been on her radar to look into ways her brand could add value to the lives of women who lived in country towns where shopping options were limited.
“I have memories of coming to Shepparton with school sporting groups and always remember it being a hub for all the smaller towns to meet in the middle,“ Ms McKeon said.
“We tested the location with a pop-up and the reception we got — not just from our Proud Poppy community but the Greater Shepparton community — really cemented that this was the perfect place for us to call home.”
The Doreen, Toowoomba and Shepparton stores are all owned by the ex-emergency nurse and mother-of-two, with local staff and managers in place. The Shepparton store manager is Emma O’Hern.
Besides its exclusive prints designed by Australian artist Kasey Rainbow, another point of difference that sets Proud Poppy apart from some other clothing retailers is that staff have no sales targets.
They are trained to not push the hard sell shoppers might experience in other stores but to be themselves, offer honest but kind advice if asked and to treat the community as they would their friends.
The company places high importance on authenticity and says many women praised staff for genuinely caring about making them feel comfortable and welcomed when in store.
Ms McKeon always planned for Proud Poppy to be more than a store, with her vision from the get-go to create a sense of community and inclusivity.
“Our mission is to empower women to live their best lives, unapologetically, as the truest version of themselves,” Ms McKeon said.
More than 20,000 active members on a Proud Poppy VIP Facebook page inspire and encourage each other daily through their shared loved of fashion.
In addition to daily wear in sizes 6 to 30, Proud Poppy also stocks accessories, swimwear, sleepwear, bedding and gifts.
“We have a strong focus on fit and quality and being able to provide fashionable options no matter your body shape or size,” Ms McKeon said.
“Our items are designed in-house in Australia, created with the community who will be wearing it at the forefront of every decision.”
Proud Poppy is offering 10 per cent off first-time purchases to News readers who mention this story in store from now until November 3.