RetailOasis: Creating retail's future

by connecting retailers with their future customers

What We Do

We are a consultancy that believes retailers can play a positive and significant role in people’s lives.  We partner with like-minded clients to create sustainable pathways for growth. Our experience stems from the creation of new retail concepts and offer expansions to business refinement. Everything we do is grounded in consumer data and our unique brand of creative intuition, developed from over 40 years in the industry. We’re also proud to be a registered B-Corp – using business as a force for good.

Our Clients

When businesses are ready to step into the future of retail they call us.
We work with start-ups, manufacturers, e-tailers and established retailers.

Case Studies

Supercheap Auto

Supercheap Auto

Letting the customer drive the store experience



Getting local against the National players

Ray’s Outdoors

Ray’s Outdoors

Reinvigorating Ray's

The Athlete’s Foot

The Athlete’s Foot

Getting back to performance

Our Team

Welcome to the Family. We’re a collection of senior practitioners (and Kulmar family members) that challenge the norm, using a collaborative approach and a desire for continuous improvement.

Steve Kulmar


Former CEO of IdeaWorks & founder of RetailOasis, Steve is an expert and one of Australasia’s most regarded in the retail marketing & comms industry, with experience from Woolworths to Westfield & most specialists in-between. He also sits on several public boards & frequents the speaking circuit.

Madeline Kulmar

Project Manager

Madeline is one of the founding members of the Retail Oasis team. She is Steve Kulmar’s executive assistant, support event manager and accounts payable/receivable assistant. Outside work, she is a passionate and active landscape photographer.

Paula Bogaz

Senior Strategist

Paula has a strong passion enhancing the customer experience. Bringing over 10 years of retail experience in product development, buying and merchandise planning, Paula has a strong understanding of the inner workings of retail business.

Pippa Kulmar

Pippa Kulmar

Senior Strategist

Pippa’s a brand strategist. She’s worked at 2 of Australia’s largest agencies Ogilvy and M&C Saatchi; on brands like Optus, Vodafone, Woolworths and KFC. She has been recognised for her work at award shows like Cannes, D&AD, The One Show, London International Advertising Awards and the Australian Effies.

Trent Rigby

Senior Strategist

Trent specialises in looking at how retailers build strategy around qualitative analysis and business modelling. He has 3 Master's degrees in Applied Finance, Management and an MBA. Plus, he's currently doing his CPA. He is also the current holder of the RetailOasis Blind Wine Tasting Challenge (much to Steve's horror).

Jace Loh

Senior Strategist

Jace has a management consulting background with strong foundations in fact-based strategy development and implementation. She is passionate about devising customer-led strategies that fit her clients’ capabilities to execute. Prior to starting at RetailOasis, Jace worked at Big W as a strategy associate. She also plays the mandolin in her spare time.

Nerida Jenkins

Senior Strategist

Neds has 20+ years experience in retail strategy & deep consumer behavior data analytics. She's currently furthering this passion through a Data Science Masters at Sydney University. She's worked with some of Australia's biggest retailers from Woolworths, Westfield, The Warehouse, Myer and many more.

Julie Schilvold

Junior Strategist

Julie graduated from BI Norwegian Business School with a degree in Marketing Communications. She travelled across the world to find work and found it here at Retail Oasis. She was also the 2011 Jr Moose Hunting Champion.

Kate Hall

Junior Strategist

Kate has finished her final year of university studying Business Marketing at the University of Technology, Sydney; where she won the Scenario Planning Competition and was a finalist for Police Bank strategy competition. She has a passion to learn more about human behaviour.

Michelle Lee

Finance Manager

Michelle, our resident Kiwi, works across the Oasis Group as the Finance Manager. Handling client billings, accounts payable/receivable, monthly management reporting & payroll. She brings 15 yrs experience of working in advertising accounts. She's currently celebrating 7 years as part of the RO family!

Jessica Sinclair


With a strong foundation in marketing strategy, Jess brings a wealth of experience from digital strategy to customer engagement and retention. Her curiosity in customer behaviours and passion for analysis makes her an integral part of our strategy team.

Our Thinking

NRF Big Show: Day 2 Wrap Up

| Conferences & Trips, Retail, Technology | No Comments

Ok onto Day 2 of the National Retailers Federation Big Show – if you missed our Day 1 wrap-up it’s…

NRF Big Show: Day 1 Wrap-Up

| Conferences & Trips | No Comments

There’s no rest for the wicked! Straight from our Retail Tour around San Francisco, Seattle and NYC, we spend today…

Our Top Seattle Stores

| Conferences & Trips, Retail, What's Cool | No Comments

Ok so we don’t need much of introduction to Seattle. This was the second stop on our annual retail tour*….

Our Top San Francisco Stores

| Conferences & Trips, Fashion, Retail, What's Cool | No Comments

This past week we have been in San Francisco looking at retail and talking to some of the people ‘making…

Too late for tacos?

| Fashion, General, Ongoing Trends, Retail, Uncategorized, What's Cool | No Comments

The entrance of American-style fast food chains into the Aussie market is something we are becoming all too familiar with….

Red to rainbow: The power of relevance

| Data & Research, General, Multichannel & E-commerce, Ongoing Trends, Retail, Sustainability & Responsibility, Uncategorized, What's Cool | No Comments

In light of the recent Australian Marriage Law postal survey, Coca Cola joins a long list of progressive companies to…


| Conferences & Trips, Retail, What's Cool | No Comments

While we were in LA for this year, we checked out retailers that were off the usual track around…

Can Clutter shakeup the storage industry?

| Ongoing Trends, Retail, Technology, What's Cool | No Comments

These days you can hire people to drive you around, deliver your dinner and even do tasks around the home….

SHOP.ORG Day 3: What The Latest Tech Means For Retail

| Conferences & Trips, Digital, Multichannel & E-commerce, Retail, Technology | No Comments

As consumer expectations of experience is continue to rise, retailers grapple with the need to move from digital and physical…

Ikea enters the gig economy

| Digital, Multichannel & E-commerce, Retail, Technology | No Comments

Last week it was confirmed that Ikea has signed an agreement to acquire handyman marketplace TaskRabbit, which means they’re entering…

SHOP.ORG Day 2: Walmart, Pinterest and Purpose

| Conferences & Trips, Data & Research, Fashion, Ongoing Trends, Presentations, Retail, Technology, Uncategorized, What's Cool | No Comments

The overarching theme this year is transformation and how retailers are going to need to evolve with the digital landscape….

SHOP.ORG Day 1: Enter the Dragon – e-commerce in China 101

| Conferences & Trips, Digital, Multichannel & E-commerce, Retail, Technology | No Comments

We’re in LA this week at! It’s the annual NRF e-commerce spin-off that showcases the digital retail trends, techniques…


 RetailOasis – Retail Industry Consultants & Specialists, Research Marketing Trends and Brand Strategies

+61 (2) 9976 6222

Level 4, 1A Rialto Lane
Manly NSW, 2095