‘Crazy demand’ for clothing store

Retail star Miyo Fallshaw said her kids clothing business Oishi-m is promoting Geelong to the world.
“We’re actually bringing a lot of customers to Geelong and the Surf Coast,” the Bell Brae trader said. “We’ve got quite a nationwide presence.”
Last year the business won the Geelong Business Excellence Award’s retail category.
“It’s such an honour to be selected when you think of all the amazing retailers in Geelong and the region,” Miyo said.
The store gets inter-state and international customers who are keen to buy its limited-edition clothing or “killer footwear” at its yearly sale.
“Last year, we had customers from Tassie, Perth, Sydney, New Zealand and others who drove the night to be there,” Miyo says.
“There’s just a crazy demand for it. Once it’s gone it’s gone.”
Miyo joined the business eight years ago and has been the sole owner for just over a year.
“I came on board to commercialise the business,” she says.
“As part of that we opened up that store in Torquay.”
Established in 2006, Oishi-m was selling at 100 stores and business was hectic.
“It got to the point one Christmas Day where I was so busy at work I needed to catch up,” Miyo says.
“We decided after that to close our wholesale arm and concentrate on direct-to-consumer sales and from our website.”
The decision paid dividends, with the Oishi-m making Inside Small Business’s Top 50.
The Torquay store employs locals in design, production and more, and makes many of its products in Melbourne.