- General Manager
- Based in Melbourne
- Started February 2017
Impressive Sounding Shit:
- Returned brand to profitability
- Brand refresh to ‘Time Well Spent’ mantra
- Highlights include New York pop-up and brand magazine
The 5TH is a D2C lifestyle brand that celebrates time well spent, whether thats at home or away. Our watches, frames and bags are worn and admired by up to 600k people around the world that have become attracted to the brands affordable prices, timeless style and balanced view of life.
I kicked off 2017 with a move back home to Melbourne and ended up joining to lead the fast-rising brand who had been experiencing a few wobbles after an incredible first year.
The 5TH became famous for their unique business model of only selling for five days a month, a talking point that saw them quickly grow to 200,000 followers on Instagram.
Fast forward two years and the market was saturated, product line relatively stagnant and the business model stale.
In May, founder Alex McBride and I tweaked the business model to sell all the time, and instead releasing a brand new watch on the fifth of every month.
Following that, I’ve focused on team development, organisational structure, product strategy and a brand refresh that saw the new mantra of ‘Time Well Spent’ brought to life.
Everything that our team of ten worked on started to come together in Q4 2017 as The 5TH launched a concept store in New York, our own magazine and marquee content piece on Cuba.