Retailer Profiles | Forrm Store
From the brand's inception, we have continued to work closely and grow with the help and support of our retailers. Each with their own unique vision and approach to curating an interesting offering.
From high end fashion boutiques, to owner operated destinations, La Tribe finds home in a variety of beautiful spaces throughout Australia and New Zealand. In this series, we sat down with the people and faces behind these beautiful stores, to hear more about their vision.
Showcasing a curation of high end, quality pieces with the intention of longevity and the impact of a lessened environmental at the forefront. Byron Bay's FORRM.store is a reflection of Owner & Creative Director Peta Lloyd's carefully considered approach to timeless fashion and her community.
We caught up with Peta to find out more.
Describe the history behind your own personal retail journey. What is the inspiration behind FORRM.store?
I am fortunate enough to be inspired daily by my surroundings and community, having grown up and always called Byron Bay my home. It truly is something special. It is the home of many creatives that are doing massive things with sustainability and fashion in the industry. Naturally this has - and continues - to fuel my curation and direction of FORRM.store.
I have always had a strong passion for quality and timeless pieces that are functional yet beautiful - versatile pieces which are and made from quality materials that are not trend based.
My vision was to become part of the process by creating a welcoming space to showcase all of the conscious and likeminded brands under one roof. This is something I felt was lacking in the area. My aim was to create a go-to place for the community and our visitors to appreciate the balance between form and function multi-label brands.
This is where the inspiration for our name FORRM.store came from.
Tell us more about your boutique’s location. What do you love most about your area?
We are lucky enough to have two store locations as well as our online offering.
Our flagship boutique is located in Byron's Arts and Industrial precinct. This has become a magnet for renowned local and national creative talent and products. Here you will find everything from artists, filmmakers, beer brewers, designers, fashion houses and wholesome food. It is a place that continues to grow and diversify. It truly is a must-see location for all Byron Bay shoppers.
Our second store is centrally located in town, the retail precinct. We are nestled in amongst some of the best retail stores Byron Bay has to offer. This location is more accessible for our visiting customers.
Over the years I have watched the town and its population transform into the innovative, mindful and relaxed yet chic, beachside destination that it is today. There is something about the effortless, beachy yet stylish fashion that inspires me.
There must be quite a process to creating and curating a considered boutique offering. Can you take us through your buying process?
First and foremost I am grateful for the relationships I have built with the people behind the labels. Our relationships are built on trust and integrity. When partnering with a brand I take pride and responsibility in showcasing their creations in store.
When it comes to choosing the pieces I am quite decisive with what we bring into our space. Ultimately when making selections, my decisions are grounded by manufacturing quality, level of detail and care, functionality and ethics in their production and supply chains.
We always like to tell a story within our store, it is important to choose pieces that align well with all collections and will merchandise well together.
What do you and your customers love most about the La Tribe offering?
The comfort and quality. I have so much confidence in the La Tribe offering and this is instilled in our customers when they’re making their choice in store. Overall, customers know that the strength and integrity of the items will provide longevity. There is of course also a greatly shared appreciation for the ease, style and versatility of any La Tribe design.
What is your favourite style this season and how will you wear them?
This season I can’t stop wearing the braided loafer, it’s my go-to. I honestly have not taken them off since I chose them! They take me anywhere, anytime. I can style them for the store throughout the day and then straight to dinner paired with a tailored trouser and blazer and on weekends I slip them on with jeans and a cosy knit to do the run around for my three kids soccer games. They’re so simple and understated, yet I always feel stylish and as though I’ve made (enough of) an effort when I put them on.
My other transeasonal favourite - especially for Byron - is the Studded Sandal. They’re so comfortable and I love the subtle edge and contrast the studs bring to my day-to-day uniform of paired down, relaxed neutrals.
Discover more retailer profiles here.
xx La Tribe