The Edmonds own Ezy Online Bathrooms and Kitchens – an online retailer of bathroom, kitchen and laundry items – with a commitment to luxury designer products at competitive prices.
“There was a definite gap in the market for a retailer that was able to supply competitively priced, designer bath and kitchen products to regional and remote areas,” Joscelyn says.
“We started with a traditional bricks-and-mortar business, however, believed that in order to survive we could not only rely on the local market.
“We watched with interest the rise of eCommerce and worked to create an online model of the business. The bricks-and-mortar business was closed down in mid 2010 to focus purely online.”
According to Joscelyn, the most difficult aspect of starting up the business was the resistance among many suppliers to deal with a pureplay online retailer.
“Due to the nature of our product, we also had difficulties in the early stages finding reliable transport channels for distribution around Australia,” she says.
However, Joscelyn says the reluctance of some suppliers forced the business to source alternative suppliers, which, in many cases, proved to be more profitable.
Get SmartCompany FREE to your inbox every weekday
Meanwhile, the options and quality of service regarding distribution have also improved.
“We have now partnered with a couple of companies that specialise in transporting goods for eCommerce retailers,” Joscelyn says.
“We are passionate about what we do and specialise in high-quality products for all your bathroom, kitchen and laundry building or renovation projects, all at factory-direct prices.”
“The rapid growth of the business has allowed us to reinvest money in website development and advertising.”