House 2 Home X Florabelle Living
- House 2 Home has built a strong brand presence—what do you think has been the key to creating a retail experience that keeps customers coming back?
House 2 Home Moorebank has built a loyal customer base for over nearly 17 years by offering more than just products—we provide an experience.
Being a family-run business, there’s a genuine sense of care and personal touch in everything we do, from our customer service to our curated selection of homewares and everyday products.
We are a standalone destination shop, customers don’t just pop in—they come intentionally, often making a day of it. That has given us the opportunity to build real relationships with our shoppers, many of whom return regularly and bring others with them.
We’ve also focused on creating an environment that feels warm, inspiring, and ever-changing. Our store is designed to reflect the feeling of ‘home’ which helps customers imagine how our pieces could fit into their own lives. Consistency in quality, attention to detail, and staying true to our brand values have made House 2 Home Moorebank not just a shop, but a trusted part of our community’s lifestyle and a true destination shop.
- How do you curate your product selection, and what role does supplier trust (like working with Florabelle Living) play in that process?
We’re very intentional about how we curate our product selection at House 2 Home. Every piece has to align with our brand’s aesthetic—timeless, stylish, and practical for real homes. Because we know our customers so well after 17 years, we choose items that reflect their tastes and evolving lifestyles.
Working with trusted Australian-based wholesalers is a big part of that process. Partners like Florabelle Living have been instrumental because they understand the importance of quality, consistency, and customer appeal. As a long-standing retailer, we really value suppliers who listen to feedback and are willing to collaborate. That two-way trust ensures we’re offering the best to our customers and it’s what keeps them coming back.
- What trends are you seeing right now in the retail and interiors space, and how are you adapting your offering to meet them?
We’re always tuned into what’s happening in the retail and interiors space. Trends come and go, but our approach is to thoughtfully interpret them in a way that suits our unique customer base.
Lately, we’re seeing a rise in earthy palettes, natural materials like rattan and linen. People are looking to create calm, layered, and meaningful spaces. At the same time, we’re seeing a growing interest in bold and luxe décor—pieces that make a statement without overwhelming a space.
Our clientele has a discerning eye and appreciates quality with a touch of drama, whether it’s a striking piece of wall art, a sculptural vase, or a luxe velvet cushion. These items offer a sense of individuality and sophistication that our customers love to weave into their homes.
We adapt by blending these evolving trends with our core offering. Our customers want homes that are both beautiful and livable, which is why we pair on-trend statement pieces with timeless, everyday essentials. It’s this balance that makes our range stand out and also feel both curated and practical.
Because we’ve been around for nearly two decades, we know how to evolve without losing our identity. We stay fresh by rotating stock regularly, refreshing displays, ensuring we are price driven and working closely with our Australian suppliers to ensure we’re offering what people want now, not what was trending six months ago. And since many of our customers make a special trip to visit us, we aim to create an experience that feels exciting, relevant, and just a little bit special every time they walk through the door.
- How important is storytelling or visual merchandising in helping customers connect emotionally with your products?
Storytelling and visual merchandising are absolutely vital to how we connect with our customers—both in-store and through social media. In our homeware section, we re-merchandise every month to create a completely fresh look. It’s not just about rearranging products. It’s about setting a scene, telling a story, and helping customers imagine how those pieces can bring their own spaces to life. That constant refresh keeps the experience exciting and inspires people to come back regularly to see what’s new.
Equally important is the storytelling we do through our social media platforms. This is where we really connect on a personal level. Victoria, the face behind the brand, brings that connection to life. Her genuine passion for interiors and her love of the business shine through in every post. Customers relate to her, trust her style, and feel invited into the world of House 2 Home Moorebank. It’s that emotional connection created through beautiful imagery, authentic storytelling, and a clear brand voice that turns casual shoppers into loyal followers.
- Can you walk us through how you approach a new product launch in-store or online? What makes it successful?
Every new product launch at House 2 Home Moorebank is approached with careful planning and a clear strategy. We don’t just bring in new stock we build an experience around it. Our process starts months, and sometimes even a year in advance, as we plan our displays and curate products based on the seasons and key events throughout the year.
Whether it’s summer, spring, autumn, or winter—or specific retail moments like Christmas, Easter or Mother’s Day we always design around a central theme. That theme guides everything: the product selection, the colour palette, the styling, and even the way we speak about it in-store and through our social media platforms.
In-store, our visual merchandising is completely refreshed to reflect that launch, creating an immersive space that draws people in and inspires them. We extend the story through our social media making sure customers feel connected no matter how they shop.
What makes it successful is the attention to detail and the consistency of the message across all touchpoints. Our customers can feel the intention behind every display and collection, we’re not just putting things on shelves, we’re creating moods, telling stories and helping people bring beauty and personality into their homes.
- What are some of the biggest challenges you’ve faced in retail recently, and how have you tackled them?
One of the biggest challenges we've faced recently in retail has been the increasingly short seasonal trading windows. For example, the gap between Easter and Mother’s Day was only about two and a half weeks this year. This compressed timeframe significantly impacts the sell-through rate of our seasonal ranges and creates pressure on purchasing decisions. We have to strike a fine balance between ordering enough stock to meet demand without overcommitting and risking excess inventory.
Another significant challenge we’re facing is the rising cost of running the business. Operational expenses like freight, rent and utilities have all increased sharply. Ultimately, the goal is to operate leaner, smarter, and closer to the customer, so we can continue delivering high-quality products at prices that feel fair and justifiable even in a challenging economic climate so we can maintain our position as a renowned retailer offering affordable luxury and everyday items.
- How do you use digital channels (e.g., social media, eCommerce) to complement your in-store experience and drive traffic or sales?
Our business model is built around creating a unique and immersive in-store experience — we don’t sell online. We want customers to physically walk into our space, explore the curated homeware collections, and discover everyday treasures in our aisles It’s about inspiring a sense of discovery in and connection in store which is hard to replicate online.
That said, digital channels particularly social media play a vital role in complementing and driving that in-store experience. We use platforms like Instagram, Facebook and Tik Tok not to sell, but to tell stories, showcase new arrivals, and give customers a taste of what’s in-store. It creates excitement and builds anticipation, encouraging regular visits.
Our digital content is carefully curated to reflect the tone and aesthetic of the store. Victoria’s presence on our channels is a key part of this her personal style, storytelling and connection with our audience brings authenticity to everything we do. She embodies the brand and our ethos, which makes the digital-to-physical experience feel seamless and genuine.
In a world increasingly dominated by e-commerce, we see our store as a destination and social media is the tool we use to invite people in. It’s about creating emotional engagement online that translates into customers having that instore experience.
- Why is Florabelle Living a trusted partner for your business, and what value does our one-stop-shop model bring to your operations?
Florabelle Living has always stood out as a trusted and valued partner for our business. One of the things we truly appreciate is the personal touch the owners are present, approachable and genuinely engaged. They greet you, take the time to listen to feedback and work alongside their team. That kind of hands-on involvement gives us confidence that they truly understand not only their own business but also the needs of their clients.
What sets Florabelle Living apart is the uniqueness of their offering. It’s a supplier you can always rely on to find something different pieces that aren’t seen everywhere else. That uniqueness is incredibly important to us as a business that prides itself on curating a distinctive in-store experience.
Their one-stop-shop model also brings real operational value. The depth and breadth of their range make it easy for us to build complete stories and cohesive homeware displays from one source.
This saves time, simplifies logistics, and helps ensure consistency across our ranges. Whether we’re looking for statement pieces or subtle finishing touches, Florabelle Living offers the scale to support our vision. Ultimately, it’s a partnership built on trust, creativity, and a shared commitment to quality and customer experience.
- Looking ahead, what are your goals for House 2 Home, and how do you plan to continue evolving your offering to meet customer expectations?
Looking ahead, our main goal for House 2 Home Moorebank is to stay consistent in our brand values while continuing to evolve with our customer’s needs. We want to remain a destination that inspires a place where people come not just to shop, but to experience something unique every time they walk through the door. Consistency is key for us in quality, service and the emotional connection we offer our customers. At the same time, we know how important it is to stay fresh and relevant. That means always sourcing new and exciting products, keeping our displays creative and engaging.
Our in-store events will continue to be a big focus. They’re a great way to build community, bring our space to life, and offer a more personal, immersive experience. Whether it’s a seasonal launch or a styling session, these events help reinforce our values and strengthen customer loyalty.
Ultimately, our goal is to continue offering an inspiring, ever-evolving retail experience while staying grounded in the warmth, creativity and personal touch that defines House 2 Home Moorebank.