Delivering sustainability through our Store of the Future

In FY2025, we opened our first Store of the Future in Maribyrnong, Victoria, working with our creative and design partner The General Store to make a strategic transformation aligned with our evolving customers’ needs.  

Sustainability was central from the outset—guiding material choices, design decisions, and innovation. Every element was considered through the lens of long-term impact - not just on the environment, but on how retail can operate more responsibly.  

To bring circularity to life, The General Store collaborated with SaveBOARD, whose product turns everyday packaging waste into durable, moisture-resistant boards— free from glues or harmful chemicals. The plastic waste itself acts as the binding agent, eliminating additives.  

Locally made in Australia and New Zealand, each board is fully recyclable, with offcuts and end-of-life materials remanufactured into new boards.  

We also upcycled existing campaign assets and signage from our previous branding, reducing waste and creating continuity through transition.  

In the new SLEEP category, sustainability meets sensory design. EchoPanel® by Woven Image - crafted from post-consumer recycled PET - was used for acoustic ceiling treatments that soften sound and reflect the calm, nurturing environments parents create at home. It elevates the space while contributing to a circular economy, combining impact with intent. 

We are proud to be embedding our sustainability initiatives into our Store of the Future design and continue to have this commitment as a focus into the future. 

Photos: Rush