Melbourne's independent retail scene is a thriving world of creative young entrepreneurs, selling the things they love in shops with attitude before it becomes fashionable. Former film industry set dresser Lucy Feagins has been documenting this world since 2008 in her blog The Design Files. Melbourne Life asked Feagins to name four of Melbourne's best indie retailers and explain why.
EPATANT
33 Peel Street
Collingwood
MELBOURNE'S newest retail hot spot is Epatant French for "splendid". There's something uniquely Melbourne about its eclectic offerings, slightly random location and the vast industrial space it shares with super-cool new cafe Mina-no-ie.
Many shops claim to curate the best in each category at Epatant you can believe it.
The store showcases an unusual range of products for men across categories such as cycling, grooming, stationery and "seduction". From Cutler and Gross eyewear to leather accessories from cult Spanish label Isaac Reina, to the white T-shirts from Britain and cotton underwear from Germany.
The icing on the cake is when your package is deftly wrapped and respectfully handed to you with both hands in a way familiar to visitors to Japan.
Epatant is a joint venture between Aesop's Dennis Paphitis and Lachlan Smeeton (above).
NORTHSIDE WHEELERS
2/155 Greville Street
Prahran
EVERY city has those aficionados who, simply by doing what they love and what they know well, seem to create an unlikely cultural hub, dedicated to their passion. This, of course, attracts like-minded people like some kind of electromagnet.
Malachi Moxon is one such character. His beautiful but distinctly unpretentious little store in Prahran has a loyal following among Melbourne cyclists. Here Moxon stocks a serious high-end range of cycling clothes, including cult British cycling label Rapha, accessories, men's skin care and vintage cycling ephemera.
Moxon is a passionate cyclist, having raced at a semi-professional level for most of his life. Born in North Yorkshire, Britain, he got his first bike at age four. "That's where it started," he said. "For me it was freedom. It allowed me to go on adventures, and that's still happening today."
Moxon is still racing at a high level in Melbourne and nationally. He has never driven a car. No great loss, he reckons: "I don't have a licence, and I am 50, so I figure I can get through without one now!"
DAGMAR ROUSSET
157 Gertrude Street
Fitzroy
DAGMAR Rousset is the alter ego of Melbourne-born French teacher Julia Pound (above). It's also the name of Pound's wonderful shop on Gertrude Street, which opened in December 2010.
By day, the shop sells a quirky collection of riotously colourful knitwear, Japanese socks and handcrafted jewellery and by night becomes a French classroom.
Four nights a week, the store's central table is carefully cleared of product, and here, among the clothing racks, students gather to practise their French.
Much of Pound's collection of goods is unavailable elsewhere in Melbourne. Cult New York label ALL Knitwear is represented, alongside clothing by Eley Kishimoto of London, socks from Japanese brand Ayame, and local handcrafted accessories.
As with so many of Melbourne's most interesting independent retailers, a big part of this store's unique appeal is Pound herself. A self-confessed novice with no previous experience in retail, she says she simply makes it up as she goes along. She could be on to something.
FIVE BOROUGHS
345 Lygon Street
Brunswick East
FIVE Boroughs stocks a tightly curated range of beautifully designed and locally made objects. There is a real sense of community and history here. Owner Alasdair MacKinnon (above), also a designer and manufacturing consultant, said: 'The store is sustained by artisans and small manufacturers that epitomise Brunswick's transformation from a hub of textile manufacturing to a creative community."
What Five Boroughs really specialises in is telling stories MacKinnon will passionately talk about the brands he represents: custom storage trunks from Ballarat-based Trunk and Orderly, vintage sunglasses from specialist restorer Jim Spencer, and high-quality handcrafted leather goods by local label Solid Pleasures.
The inevitable chit-chat that ensues isn't a sales pitch it's good old-fashioned product knowledge, and a genuine enthusiasm for the stories behind these locally designed wares.
Frequently Asked Questions about this Article…
What makes Melbourne's independent retail scene stand out for shoppers and local investors?
Melbourne's independent retail scene is described as a thriving world of creative young entrepreneurs who sell the things they love in shops with attitude — often before products become fashionable. These stores tend to be highly curated, community-focused and driven by passionate owners, which creates loyal local followings and distinctive shopping experiences.
What is Epatant in Collingwood and why is it considered a retail hotspot?
Epatant (33 Peel Street, Collingwood) — French for “splendid” — is a new retail hotspot known for its eclectic, carefully curated range of men's products across categories like cycling, grooming, stationery and fashion. The store stocks labels such as Cutler and Gross eyewear and Spanish leather from Isaac Reina, shares a large industrial space with the cafe Mina-no-ie, and is a joint venture between Dennis Paphitis and Lachlan Smeeton.
Who is behind Northside Wheelers and what does the shop specialise in?
Northside Wheelers in Prahran (2/155 Greville Street) is run by Malachi Moxon, a passionate cyclist who has raced semi‑professionally. The shop stocks a high‑end range of cycling clothing (including cult British label Rapha), accessories, men's skin care and vintage cycling ephemera, and has built a loyal following among Melbourne cyclists.
How does Dagmar Rousset combine retail and community activity in Fitzroy?
Dagmar Rousset (157 Gertrude Street, Fitzroy), run by Julia Pound, sells quirky, colourful knitwear, Japanese socks and handcrafted jewellery by day, and transforms into a French classroom four nights a week. The store features labels that are often unavailable elsewhere in Melbourne (for example ALL Knitwear and Ayame socks) and relies on Pound’s personality and community events as part of its appeal.
What is Five Boroughs in Brunswick East known for and who runs it?
Five Boroughs (345 Lygon Street, Brunswick East) is a tightly curated shop specialising in beautifully designed, locally made objects. Owner Alasdair MacKinnon, a designer and manufacturing consultant, emphasises storytelling and the local creative community — stocking items like custom trunks from Ballarat-based Trunk and Orderly, vintage sunglasses restored by Jim Spencer, and handcrafted leather goods by Solid Pleasures.
How do these independent stores use curation and storytelling to attract customers?
These stores focus on tight curation and strong product stories: they source unusual or cult labels, local artisans and heritage products, and staff or owners share deep product knowledge. That combination — carefully chosen goods plus storytelling and enthusiasm — helps create memorable experiences and loyal customers.
What signs of strength or resilience do Melbourne indie retailers show that everyday investors might notice?
The article highlights signs such as passionate founders who deeply know their categories, loyal niche followings (for example among cyclists), strong community ties (classes, events and local makers) and a focus on locally made or hard‑to‑find products. These traits point to differentiated offerings and engaged customers rather than mass-market competition.
How do independent retailers in Melbourne enhance the in‑store customer experience?
Independent retailers enhance experience through thoughtful touches like careful gift wrapping and personable service (Epatant’s Japanese‑style handing), in‑store events and classes (Dagmar Rousset’s French lessons), expert conversation and product knowledge (Five Boroughs), and by creating social or cafe-adjacent spaces that turn shopping into an experience.
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