Pandemic created boom times for online Aussie retailers

Steve Jobs once said that innovation was the ability to see change as an opportunity instead of a threat.

This was certainly true for many e-commerce businesses and online retailers during the COVID-19 pandemic, who were able to use the lockdowns as an opportunity to expand their customer base.

One of the purest examples of this was the Melbourne based apparel business Threadheads. While bricks and mortar retailers were shuttered, these young entrepreneurs were making a fortune.

In fact, the company has made more than $6 million in revenue in this year alone. In 2019, they made just $95,000. That's an increase in revenue of more than 6,000 percent in just two years.

They were also able to expand their operation during the pandemic - taking their team from three to 25 - and signed major licensing deals with iconic brands such as NASA and Bruce Lee.

The COVID-19 pandemic has been a boomtime for many online retailers. In fact, this year alone, Victorians have spent more than $1,097,916 on graphic t-shirts, which are Threadhead's specialty.

The company is renowned for its funky original designs, they're the definition of cool. But this now thriving cultural juggernaut started from extremely humble origins.

It's owners Ace Reunis and Marcus Siegel started off with a single printing press. With more ambition than know how, the young entrepreneurs came up against several roadblocks along the way.

The business has gone from using dodgy printers and working out of dilapidated buildings, to seeing the project almost die entirely.

"We were initially set up as a marketplace, and out of desperation, we were selling 'Kony2012' t-shirts on eBay," Marcus laughed.

"Not only that, we encountered numerous issues with web developers ripping us off, virtually destroying our website leaving the business on its last legs."

When they made their first sale of $80, they were stoked but reality set in when they didn't make another dollar for weeks.

In mid 2018, the business experienced a pivotal moment when they met their first illustrator who inquired about custom t-shirt printing.

"This was a huge light bulb moment for us, which ultimately changed the direction of the business forever," Ace explained.

"We began to make the t-shirts in house by working with our incredible illustrator. This helped us transform from a marketplace into our own brand."

When the pandemic hit Australia the business initially suffered from the harsh lockdowns. However, as online demand began to increase Threadheads took a turn for the better. From this point forward things got brighter for Threadheads.

"As the interest for graphic t-shirts increased we began printing each day from the early hours of the morning right up until midnight," Ace said.

"Our team of illustrators grew and we now have a team of 25 people working with us."

The team continues to work to diversify their prints to meet the widespread appeal for graphic prints.

"Our goal is to continue to build an authentic brand that is unique, fun and memorable," Ace explained.

"We create prints that speak to our audience and at the end of the day, all we want to do is create garments that leave people with a smile."