Sucker’s new light-filled Fitzroy space is home to a curated selection of independent designers

“Ultimately, we really just wanted to curate a space that allowed the products to shine.”

Since its launch in 2018, Melbourne-based store Sucker has been centred around nurturing emerging creatives. Founders Ben Tambyah and Aden McLeod opened the original Sucker store, located in Brunswick, as a space for local designers to showcase their work in a retail setting.

As the end of their lease approached, it offered Sucker a chance to reimagine the store with a focus on growth, sustainability and longevity. Equally, the store needed to double as a space for collaboration, networking and community, which the pair believes is the beating heart of Melbourne’s creative scene.

Discover more up-and-coming local designers in our Fashion section. 

The expansive, light-filled vacancy on Johnston Street in Fitzroy couldn’t have been a better fit. While it was a push to the finish line, Sucker’s new flagship store is now open.

Whether you’ve got your sights set on a local designer or want to linger and marvel at the custom-built zig-zag clothing racks, there’s a lot to appreciate about Sucker’s new space. Below, we chatted to Ben about the move, the vision behind the new Sucker and some of his favourite elements of the Fitzroy fit-out.

Tell me a bit about how the vision for Sucker’s next chapter came about.

Towards the end of 2022, we had some serious chats about where we wanted to take Sucker and what we’d have to do to shape it into a store of growth, sustainability, longevity and stability. We want to be the best at what we do for our designers and customer base and in order to do that, we knew some things needed to change.

As our personal styles and interests have evolved with time, we wanted the business to reflect that. We discussed a shift towards elevated everyday wear and worked throughout 2023 with hopes of transitioning into the best representation of that in Melbourne.

Our store in Brunswick was an ongoing development for almost three years. It continuously changed and was adapted on a weekly basis. It was never truly purpose-built as a retail experience.

As we neared the end of our three-year lease on Sydney Road, it opened up the opportunity for us to look at finding that space to represent the shift Sucker was going through and in turn, purpose-build a store around it. We’re excited to introduce ourselves to Fitzroy. We believe that we have a lot to offer to the area and more personally, we’re excited to be a part of a new community.

How would you describe the store’s aesthetic?

We’d describe the aesthetic as clean, comfortable and minimal, with purposeful hints of colour. Driven by natural light and welcoming scents, we wanted to create a space that gives you the option to not only shop but also sit down, hang out, have a chat, or pet our shop dog, Willie.

Ultimately, we really just wanted to curate a space that allowed the products to shine. At the end of the day, we have an amazing selection of clothing, jewellery, homewares and accessories that essentially make the difference.

What was the process like putting the store together and were there any challenges or roadblocks along the way?

From start to end, the two of us were committed to doing things right and not taking any shortcuts. The design and build process was both the most exciting and intense experience we’ve ever gone through as a business.

It all started by printing out Google Street View and real estate photos, and drawing all over them until we didn’t know what was what. The signing of the lease was quite drawn out, which gave us time to prepare and plan every detail before we got the keys.

We were on the tools the day we signed the lease and from then for six weeks straight, it was all guns blazing. As we’re a little older now compared to our previous moves, almost everything went according to plan – which really was a shock to us.

Other than a lot of long days and long nights, it was smooth sailing. When it hits midnight though, the smallest of jobs can turn into a three-hour fight. Determination and having each other’s backs got us to the finish line.

Who did Sucker collaborate with when bringing the store to life?

The two of us were blessed to have a few hands on deck for the build at 63 Johnston Street. It was so important to us that the space was well-lit. The right lighting throughout the store and in the changerooms makes all the difference. Our friend Jack Haubenwallner put in some late nights with us, planning ways to throw light deep into the store. We gave him our vague ideas, and he ran with it.

Utilising the size of the space was vital. We didn’t want to have to come back to the drawing board after opening to reconfigure the place. We had our friend Goodie of Substraight, a metal fabrication company based in Brunswick, work with us to bring our zig-zag idea for the clothing racks to life.

This really allowed us to work with the length of the store and create specific paths of direction to make the retail experience as seamless as possible. Lastly, we couldn’t have completed the job without the help of our amazing team. Daisy and Chelsea took a lot of the pressure off the build off of our backs. We’re very grateful for our little Sucker family!

What is your favourite feature or area of the store?

For the last couple of months, the store has been a job site for us, so only over the last couple of days have we been able to sit and look at the finished product! Our top favourite elements of the store are:

• Having the sitting space at the front is a game changer. Allowing the option to chill has not only benefited the shopping experience but created a much more relaxed working environment.
• The glass brick display units were by far the most rewarding features to build. These three were a two-week process, so to have them as the fan favourites is very fulfilling.
• We had the idea of sheer curtains dropping from the ceiling for the changerooms for a long time, but we didn’t know how well we’d be able to execute the functionality. Thanks to Jack’s assistance, we were able to create a grand, light-filled trying-on experience.

What do you like about the area/the Melbourne creative scene in general?

The opportunities are always endless. The people are alive and keen to be here. New relationships begin every day, with collaboration and networking at the forefront of everyone’s minds. That mindset fosters growth and is exactly the environment we want to be around.

Explore Sucker’s online offering here and if you’re in Melbourne, pay a visit to the new store at 63 Johnston Street, Fitzroy.