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


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


After starting her career in advertising, being awarded Cannes Young Marketer of the Year in Australia and being recognised for her work at award shows like Cannes, D&AD and the Effies - she moved into the family business. Curious by nature, her interest lies in understanding what makes people tick.

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).

Jessica Sinclair

Senior Strategist

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.

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!

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.

Our Thinking

How Black Friday stole Christmas

| Data & Research, Ongoing Trends, Retail, RetailCampus | No Comments

It’s December and you know what that means. CHRISTMAS! And thank god. If I receive another “Click Frenzy”, “Black Friday”…

Bringing Purpose to Life – A Guide on What Not To Do

| Ongoing Trends, RetailCampus | No Comments
It’s all very well to decide that your business or organisation needs purpose, but maybe the biggest step to think...

Who doesn’t want to be “authentic”? What your brand values say about you

| Retail, RetailCampus | No Comments

If your Brand Purpose is “Why you do what you do”, your Brand Values are “How you do what you…

Identifying your brand’s archetype

| General, Retail, RetailCampus, Uncategorized, What's Cool | No Comments

In every story and fable you can find the hero, the innocent and the lover, but can you identify these…

Did Victoria’s Secret Miss the Whole ‘Inclusive’ Movement?

| Ongoing Trends, Retail, Sustainability & Responsibility | No Comments

Short answer, yes by a mile. This is a business that in the late 90s-early 2000s reinvented itself with supermodels…

New York Retail Tour: Top 5

| Conferences & Trips, Fashion, General, Ongoing Trends, Retail, Technology, What's Cool | No Comments

Who’s killing it in the New York retail space? Recently the Retail Oasis team was in New York for the…

Purpose, position or proposition?

| General, Retail, RetailCampus | No Comments

Why is it that customers are willing to fork out huge amounts on small items such as a handbag or…

Fast Company Innovation Festival: Day 5 and recap

| Conferences & Trips | No Comments

So that’s a wrap of the Fast Company Innovation Festival! Day 5 saw us a Wieden Kennedy’s New York office, who…

Fast Company Innovation Festival: Day 4

| Conferences & Trips, Digital, Sustainability & Responsibility, Technology, What's Cool | No Comments

Day 4 has come to a close and unfortunately we’re nearly at the end of our week at New York’s…

Fast Company Innovation Festival: Day 3

| Conferences & Trips, Presentations, Retail, Sustainability & Responsibility | No Comments

So we’re now officially reached the halfway point of the Fast Company Innovation Festival! If you missed out on our…

Fast Company Innovation Festival: Day 2

| Conferences & Trips, Sustainability & Responsibility, What's Cool | No Comments

We’ve just finished day 2 here at Fast Company’s Innovation Festival, if you missed our recap from day 1 you…

Fast Company Innovation Festival: Day 1

| Conferences & Trips, Digital, Multichannel & E-commerce, What's Cool | No Comments

This week we’re excited to be in New York for the annual Fast company Innovation Festival. The purpose of the…


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

+61 (2) 9976 6222

Level 4, 1A Rialto Lane
Manly NSW, 2095