Shelter: Capitalising on Australian branding

Hear from Shelter founder Ben Mills on why he’s jumping on the Australian design trend to grow his business

15 March 2019

There are many Australians doing great things in business all around the globe. Mike Cannon-Brookes with Atlassian, Melanie Perkins at Canva, Jules Lund with Tribe.

And Ben Mills wants his hybrid gym-spa concept Shelter to be the next one.

Speaking on The Mentor with Mark Bouris, Ben was upfront about his business’s three to five-year plan is to develop a very Australian brand for an international audience.

“I’ve seen so many things in the States where Aussies have gone in as Australians, and there’s a huge appetite for Australian things in the US,” Ben said.

“[Just like] going into Ruby’s Burgers and get the Bondi Burger or the Bronte Burger, you’ll notice throughout our space that everything in our design brief is wherever we can be Australian, let’s be Australian.”

This Australian theme is everywhere at Shelter in its current Double Bay location, and will be used as the template for international expansion.

“Whether it’s the cedars and eucalyptus trees throughout, or the way it smells, everything right through to our instructors,” Ben said.

“Because I think there’s a huge opportunity and huge gap in the market for something like us in the States.”