When Bendo launched two years ago at Life Instyle Melbourne, its giant paperclip coat hooks were a standout, literally, at the fair and made people stop and take notice.
Two years on and into its third Melbourne August gift fair, the brand has gone from strength to strength and co-owner and director Annabelle Jamieson says the fairs have been really good for business.
“Our existing customers come to see what new products we have for the Christmas period and of course we meet so many new customers,” she says.
“Bendo is a pretty unique offering so we generally get such a positive response from the buyers and other visitors to the fair.
“The feedback was amazing. It’s such a thrill to see our new designs generate excitement for our customers. It’s one of the best times of the year.”
Continually designing new products, listening to customers, nurturing relationships and improving processes are all ingredients for a successful business, but building a brand is not without its challenges, including bringing up three very energetic young boys at the same time, which can be a juggle, says Jamieson, who runs the company with husband Kristian.
“The list of challenges goes on and on and it’s these challenges that we will continue to face that help us build a stronger brand. There’s constant decision making (which I’ve never been very good at) about what products to keep and what not to manufacture―this is so hard when your heart and soul has gone in to the design.”
While currently Bendo designs everything out of wire―“we like to set ourselves design challenges and the first was to see just how many items we could design out of one continuous piece of wire”―Jamieson says she is excited to start expanding the designs to other materials.
“Wire is great fun and we will continue to work with it, but the time has come for some fresh design challenges. The everyday household item inspires us. We get so used to the same design that we forget to think outside the square. At Bendo we like to take these items and redesign them with colour, simplicity and functionality in mind.”
By Marion Gerritsen
