The label retains its French name, but is 100 percent designed in Melbourne. The original three continue to guide the company's strategy and direction, with Rob as Managing Director leading a large team of young designers in the South Yarra headquarters.
The KOOKAЇ family has expanded considerably, with over 400 sales staff nationwide, but the original principles remain. "When the girls at store level tell us something at Head Office, we listen," Rob says. He and his staff know their product and above all, know their customer. "A KOOKAЇ customer has a lot of attitude, she knows what she wants and doesn't necessarily want to be told what to do," says Rob. "It's always been about a young, very strong-willed but pretty and savvy girl."