Soft Edges was established by the current owners in 1978 as a made-to-measure bikini shop in the NSW tourist town of Port Macquarie. Since then, the business has developed into a made-to-order swimwear and sportswear supplier, selling Australia wide and overseas, and a specialist women’s swimwear retailer under the Seabird Swimwear label.
Products are mainly made in the Port Macquarie factory. Soft Edges is proud to have supplied uniforms for the Australian women’s basketball and hockey teams in four Olympic Games, in which they won a gold, and two silver and bronze medals.
In the last couple of years the business has had to use off-shore suppliers for some orders, particularly those involving printing garments all over, a strategy which will soon be replaced with the recent purchase and installation in the factory of a sublimation printer and press.
David Edgerley, Managing Director, shares his insights on running a successful business, the importance of being a member of NSW Business Chamber, what keeps him awake at night, and what is exciting him in the business world…
What recent business achievements, successes or wins have helped grow your business or raised your profile locally, nationally or overseas?
There are a number of business highlights over recent years which sit high on our list of achievements and wins.
The internet has provided us with great sales opportunities and we have now built up a regular level of about 50% of retail swimwear sales through our internet shopping cart.
We are proud to be supplying a major uniform order for the current sponsor of the Hockeyroos, our female Australian Hockey squad, replacing their usual Chinese-sourced products because they didn’t meet the players’ fit and comfort requirements.
Improvements in equipment, staff communication and processes have enabled us to achieve record levels of production efficiency and proved a major win for the business.
Our next big development is to install and operate our own sublimation printer and press which we recently purchased. This will help us to replace the orders we currently give to suppliers and give us back full control over our delivery undertakings.
What NSW Business Chamber services or products have you used and how have these helped your business?
Our business has found a number of services provided by NSW Business Chamber invaluable. These include being able to make personal calls to our Regional Manager on issues mainly relating to staff problems , and if he can’t tell us what to do he can recommend an expert in the Chamber who can help us.
We have also had assistance from the Chamber in issues with our Workers Compensation insurer concerning the rate to be applied to our business, which has proved most helpful.
NSW Business Chamber’s Advice line has assisted us when we have made calls about staff entitlements for leave, maternity leave and in relation to dismissal; and the Chamber’s invaluable Awards Service keeps us fully up to date at all times.
How has your membership of NSW Business Chamber enhanced your business activities?
We regard membership of the Chamber as being very important insurance in a range of areas in which we are not expert, but need to be conversant with in order to run an effective business – areas like HR, OHS, and Workers Compensation for example.
We also find the Chamber’s events and networking occasions great for meeting managers and owners of other businesses and networking with them.
Is there anything in the business world that is keeping you awake at night?
Staffing issues have a tendency to do this – issues like finding good staff, moving on those who don’t fit or aren’t pulling their weight.
Supplier issues can be a nightmare – having to depend on outsourcing for some of our orders is a minefield of uncertainties and disappointments, and very costly – the price we pay might be pretty good, but the mistakes and late deliveries drive us to distraction.
Is there anything in the business world that is exciting you?
Let’s face it - is there anything more fulfilling than going after a big order and getting it? And the satisfaction which comes from seeing something you have developed, fought for, and nurtured, result in something that you have been striving for.
And having, on the whole, wonderful staff who really support the objectives of the business, and make it all work.
Are there any other insights you would like to share?
As a NSW Business Chamber member in a non-metropolitan area, I find the personal contact with the Chamber’s staff very important in our relationship with the Chamber – so much so I would say it is the single most important aspect of our membership.