inchild of Aje co-founder Adrian Norris, who had been working quietly on the brand for the past five years. The business uses all-natural ingredients across a slew of products, ranging from skincare and ingestibles, to beauty and diffusers.  The plan from the beginning was to make something that would synergise with the Aje Collective’s other businesses, and which complemented the health-focused lifestyle Norris saw in Aje’s target market. And, since the brand launched, Ikkari has hit its stride – building an online presence while also being stocked in Aje Athletica’s stores across the country. Next, however, is its own bricks-and-mortar expansion.  Ikkari CEO Steph Leathers said the business has always had a physical presence on the cards, but its work with Aje Athletica helped it realise that a more dedicated experience would serve both the brand and its customers well. “We identified, through the experience with the Aje Athletica stores, that the consumer really wanted that more immersive, end-to-end educational experience,” Leathers told Inside Retail.  “The customer that comes through Aje Athletica is moving with pace, and she’s also engaged in the fashion element.  “I think being able to give [Ikkari] the opportunity to live and breathe [on its own], and for us to be able to tell the story in a bit more detail and allow consultation, will allow us to create something more experiential.” Source: Supplied. Expertise-led Being a relatively new brand, Ikkari is still on the growth path, and the store has already helped bring in new consumers. Plus, delivering both a retail and treatment experience under the one roof is driving customer spending – with almost 30 customers having signed on to an upcoming treatment launch. “We’ve seen a nice, healthy mix between male and female customers, which I think is something special about the brand: It’s very gender neutral,” Leathers said.  Being a purposefully slow experience in a fast-paced shopping mall does have its disadvantages, though.  “There’s a lot of shopping traffic in Pitt Street Mall, but I think so many people are walking on a mission, and don’t really notice [us],” Leathers said.  “But when they do, they’re like, ‘Wow, what is this? Who is this?’ It’s been really interesting to see a mix of brand-new customers, and then also people who are just observing the brand from afar.” Customers who do interact with the brand get access to dedicated naturopaths, a dermal therapist, and high-performing products, with Ikkari’s wide variety of items backed by exhaustive clinical trials.  That makes a big difference to the customer, Leathers said. “Being able to be expertise-led is really important to help the customer navigate [this space], because sometimes she doesn’t know where to start,” she explained.  “I think we know that every customer wants to experience their best quality of life, and look after themselves, but they need that guidance. So it’s our goal to give back to the customer and give her a space where she can do that.” New opportunities While Ikkari is still young, it already has big plans. Leathers noted that the Sydney store is a “stepping stone” to something greater, and that permanent sites will launch in the next 12 to 18 months. “We’ve been very bold with our growth as a group over the past few years, and that doesn’t change with Ikkari,” she said. “We always do a good job of being customer led, it’s very much at the heart of what we do. We actually have two sites signed, and they’ll be permanent sites.” There’s a big opportunity for the brand in Australia, Leathers said, as while there are many businesses in the health and wellness space, there aren’t many executing a multichannel strategy. Plus, having its own physical locations will help the brand expand into some new territory, such as an upcoming refillable body-care line.  “Innovation is a big part of our range. It was ambitious to launch with 71 SKUs, but when you go through the range, it’s actually very considered,” Leathers said.  “Our philosophy is all about helping people live their best lives for longer, and really enjoying the cumulative benefits that come from bringing inner, outer, and aura [health] together. We’re very focused on telling that story.”