Meet the team behind Knee High Agencies
Knee High Agencies Owner, Renae Gardiner
RENAE GARDINER
How and why did you start Knee High Agencies? How long have you been in the business for?
Knee High Agencies came from the desire for more flexibility in my work life after our son Max was born (man was I wrong, running a small business is working 24/7, but I wouldn't have it any other way!). An opportunity came to purchase an existing agency, Actionare Fashion back in 2015, which led to the birth of Knee High Agencies in July 2015. Although I officially took over Actionare on the 1st of September that year, I had already started representing two brands, which put me well on the path towards my dream job of being self-employed.
What is your actual role? What do you do day to day?
A lot of those who are not familiar with the industry don't quite understand what I do. As a Wholesale Agent, my job is to represent the many amazing brands I’m lucky to work with and sell them to independent retailers in my territory (WA). Retailers make an appointment to visit my showroom located in Osborne Park to view samples and place orders.
I act as the middle-man (lady) between the brand and the retailers. It’s a win-win for everyone as retailers get to view samples locally in Perth rather than via lookbook or having to travel interstate for trade shows and the brands get the expert knowledge of having someone local who knows and understands the retail business in WA and can provide a more personal service to the stores.
My days varies between admin tasks, sales and marketing planning, client appointments and speaking to retailers on the phone if they can’t visit the showroom. Store visits on some occasions. Emails seem like a never-ending task as I like to be super-efficient and reply in a timely manner. In managing my growing team I’m also learning to let go, which is something I need to do more of even though Knee High is my baby and it’s not easy for me! I’m super organised so planning is also really important to me and part of my work routine.
Do you have a physical location or are you purely online?
I have a showroom located in Osborne Park where WA retailers can make an appointment to view samples for the brands I represent. This way they get to touch and feel and see the true colours of the products they are purchasing for their retail or online stores.
What draws you to kidswear/accessories? Why is this an exciting space to work in?
My initial attraction to the industry was the desire to be self-employed and have a work-life balance after the birth of our son. My previous career involved a lot of travel and having a baby and a FIFO husband made me realise it was going to be impossible to continue in the role.
I fell into this industry because an opportunity became available but I’m a self-confessed workaholic, with a passion for people, sales, and all things little so I’ve been fortunate enough to combine my enthusiasm, knowledge and skills to turn them into a career that I love! How lucky am I!?
What changes/trends have you seen in the industry in the time you’ve been here?
There have been a lot of changes to my business in the last 7 years. Sadly we have lost some amazing children’s boutiques in Perth in that time, with not as many opening as those that have closed. When I first took over from Actionare the business was more fashion focused so I made the decision to expand my offering to WA retailers by giving them the whole package or outfit offering including gifts, toys and accessories as well.
Trends are the nature of the business, I remember when I first started Monochrome was really popular. Since then we have moved on to more muted tones and vintage-inspired looks. But fun is always the key when it comes to kids.
With consumers being concerned about the future of the planet I’ve also noticed a shift in brands sourcing more eco-friendly and recycled materials to create and package their goods. Sustainability is such a hot button issue but the good thing is that I’m seeing that more and more brands are adopting new ways to lessen the burden on the environment.
Minimal packaging, less plastic and more sustainable and sustainably sourced materials is just the start of the innovative solutions these brands have come up with to reduce their impact on the environment. It’s amazing to witness brands and consumers doing their part to respond to environmental challenges and I can see the movement continuing to enact positive changes in this space.
Online is also something that has taken off – who would have thought pre Covid that I would have ever offered or done an online showing? Now it’s just a normal part of the business. Retailers have also made the shift by adding an online store to complement their bricks-and-mortar space so that consumers can shop 24/7. Online was a hugely untapped resource but is now widely accepted as just another channel that accommodates diverse customer needs.
Alana McMorron
What is your role?
Admin & Marketing Assistant for Knee High Agencies in a casual capacity
What do you do day to day?
I work remotely from Margaret River, and am responsible for the preparation of EDMs, editing/maintenance of website material as required, editing/proofing of documents as required, assist with social media content as required, and any other things Renae requires help with!
What do you love about working in the industry?
Being a mother of 3, I love the seeing the innovation and trends that the brands in the children’s fashion industry bring each season - so much cooler than when we were kids (I secretly wish some of them were in adult sizes!).
What’s your favourite brand/item?
For fashion I love Crywolf – their ethos in relation to being eco-friendly, sustainable, and encouraging kids to get out in nature, while providing lines that are versatile and practical (that don't skimp on trend) makes them a winner in my eyes!
Alana McMorron, Admin and Marketing Assistant
Shanae Spanswick, Admin and Sales Assistant
Shanae Spanswick
What is your role?
Admin and Sales Assistant
What do you do day to day?
My roles change daily, but some tasks I complete are setting up merchandising displays, processing orders, answering emails, unpacking/packing up samples, updating the website, making reels and taking images, creating order forms and general admin.
What do you love about working in the industry?
I love working in the industry as I get to work alongside successful Australian companies. I enjoy getting insight into all the inner workings of the industry and of course the exclusive sneak peek into all the extremely cute baby and kid products on the market.
What’s your favourite brand/item?
I love all the brands we stock so picking my favourite is not easy. Di Lusso’s knitted toys and OB Designs soft toys are some of my favourites in our stock lines. For fashion I am always very excited to see what Crywolf and Wilson and Frenchy have in their collections.
