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In 2002 Brian and his twin brother Vincent left the IT industry and corporate world behind and opened Incu in Sydney. Today they have four stores, three in Sydney and one in Melbourne. The store’s moniker is a reference to the company’s philosophy of incubating young talent, unique collaborations and projects. Brian has worked with the likes of the Opening Ceremony, Casio and Topshop under the Incu Presents initiative. The following is Brian’s response to the question: “Are you satisfied?”

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It’s not often I get a chance to reflect on what we’ve achieved at Incu. So far it has been a very satisfying experience and an amazing journey. I have learnt so much about the fashion retail industry and, in our own unique way, we have tried to offer something different to our customers. As a business owner, being able to create something out of nothing brings with it a high degree of satisfaction.

But in saying that, I doubt any business owner is ever completely happy with their business. It’s part of the DNA of every entrepreneur to constantly look for ways to improve a business. For example, Incu’s customer experience is critical to our overall success, and we’re constantly working to improve our customer’s experience because it’s so easy for them to just take their money elsewhere.

There are the obvious factors—such as customer service, merchandising and unique product—that are essential to creating a good in-store experience. But the minor details are also important, things like lighting, packaging, ambience, music and store layout, are details that help set us apart. These are factors that I see as “works in progress” because they can always be developed and improved.

New ideas on how I can grow my business also circle my mind incessantly. I’m never happy for the business to remain static. This means always looking at trends and drivers in the industry—an ongoing study. I think it’s natural for any business owner to look at opportunities, but I’ve learnt the importance of ensuring each opportunity aligns with Incu’s core values. After all, it’s important to remain genuine to the reasons why you started the company—even if the opportunity is irresistible. Otherwise in the long-term the company you’ll be running won’t be a reflection of your passion, just the bottom line.

In summary, I think business owners are never satisfied with their company because they can’t escape the drive to do better and improve. It’s important that you stick to what you’re passionate about, and you’ll enjoy it just that little bit more.

Main page image “Christmas #25” courtesy of kevindooley @Flickr.com