We sit down with our founder, Lucy Fenton to share her colourful and courageous journey of the past ten years of fenton & fenton. Yep, it’s been ten years since Lucy first opened shop. And here, Lucy shares her personal story of the evolution of the business, the brand and the retail experience so many have grown to love.
fenton & fenton was first named ‘fenton', which the team now affectionally refer to as ‘Little Fenton’. Because, that’s exactly what it was. A little interiors boutique filled with treasures that Lucy collected from near and far, located about 1km from the current High Street store on Malvern Rd, South Yarra. Depending how you look at things a lot has changed, but not much has changed at all over the past ten years.
Whilst the business has grown up and expanded in all sorts of directions, now employing a team of 25 and operating on a global scale; the heart and soul of fenton & fenton remains true to that of its early days. Renowned for bringing colour, texture, pattern, energy and flair into homes and bringing spaces to life, it’s our mission to help others live a colourful, expressive life and create homes that they love.
Meet Lucy Fenton - the face behind the treasure trove that has become fenton & fenton. Lucy has developed an eye for aesthetic innovation and has become renowned for her unique sense of global style. Wearing many hats - product designer, interior decorator, boss lady and mama, it’s Lucy’s devotion and commitment to a strong vision that has got the business to where it is today. Inspired from Lucy’s experiences travelling the globe, the shopping experience is unique and expresses a style that dares to mix to the max.
Read on for Lucy’s tale of travel, business, family life, the juggle and to learn what’s in-store for the next chapter of fenton & fenton.
What did you want to do when you were a child?
I’m actually not sure and being the 3rd out of 4 kids my parents also can’t remember! However, what I do recall is my little brother and I spending hours on end playing ‘shop’ when we were little. I was always the shopkeeper and he was the customer!
When did your passion for interiors and art begin?
It was a love for travel that came first, that was from a very young age. We travelled to Europe when I was about 8 years old and I was hooked from then on. I remember throwing coins into the Trevi Fountain, visiting countless galleries, exploring the Cinque Terre and indulging in amazing food! Art and interiors grew from the travel. Being exposed to so many interesting places, artefacts and colours while exploring the globe led to my desire to open the store and surround myself with a collection that celebrated my memories of adventure!
What inspired you to start fenton & fenton?
fenton & fenton was born over a Kingfisher beer in India. I was employed at Borders at the time, working in a mundane job. I strongly felt an aspiration to do my own thing, I just didn't really know what or how to go about it. I randomly found myself on this last-minute trip to India and it kind of just hit me. I was so inspired by the amazing craftsmanship and unique wares that we spent days on end exploring every nook and cranny of the markets. Then, one night after a huge day fossicking around the bazaars and buying way too much I just thought "I'm going to open a shop!" and the rest is history!
What can you share about the early days and how it all started?
The early days were tough because I knew absolutely nothing about importing or retail, so I was totally winging it, but at the same time, I look back at them as such great days because everything was new, exciting and the journey was totally exhilarating. When you start running your own business it's very challenging because the risks are high, and the rewards are not immediately obvious, but they do come! I was on a high from the day I first opened the door to the little shop in Malvern road.
Who bought your first piece of furniture and what was it?
I can't remember the first piece of furniture specifically, but my very first customer was Nellie Castan from Nellie Castan Galleries, I will never forget it. She was one of the first people who walked through the doors and she bought a little vintage Chinese milk cat, it was $80 - I was so excited! Once we started selling furniture the reality of owning a furniture store started to sink in. I was like: "Oh God, I have to restock and remerchandise every day?"!
How can you describe the key challenges way back then?
The main challenge would have been the lack of resources - you really have to be self-sufficient and very quickly learn a whole set of new skills. Financially I couldn't afford to outsource anything so being responsible for all aspects of the business was pretty overwhelming.
I would be working 7 days a week and there were many late nights remerchandising the store, moving furniture from storage units in the back of the car, ironing dresses (yes, we used to sell dresses in the early days) or just trying to teach myself to do the BAS. You have to be 100% committed in the early days as it's very hard to build a business from the ground up and not go crazy along the way! Ten years on, I am still as committed as the day we first opened the doors but luckily now we have a team of awesome people around us helping to keep the wheels in motion!
How would you describe fenton&fenton in three words?
Eclectic (although this word is done to death it really does epitomise F&F, so I am still using it 10 years on), adventurous & colourful!
What would you say you have stayed true to over the 10 years you've been in business?
Buying products that I would have in my own home! The beauty of F&F