Online shopping find: abi and joseph

Nikki ParkinsonFashion 4 Comments

It seems Styling You readers love online shopping or – at the very least – browsing. And having grown up in a country town without easy access to a diverse range of stores, I certainly get why. I love that it doesn’t matter where you live, if you want to develop your style or find a piece that’s not the every day, then you’ll find it online. This is another in a regular series I’m starting on Styling You which will profile some of the incredible independent online stores.


abi and joseph


Abigail White

What do you sell in your store?

Our clothing was originally designed as women’s Pilates wear. abi and joseph now offers a luxury selection of classic wardrobe essentials, including travel wear, active wear and leisurewear. A selection of our favourite pilates and yoga equipment is also available, including organic yoga mats and pilates arcs.

How did the idea for your store come about?

The label originated from my own wants and needs as a Pilates instructor. I struggled to find clothing that would bridge the gap between fashion and active wear. Assisted by world class pattern maker and designer Marianne Backhouse, I set about creating my own label.  Wholesaling the collection seemed like one big bore (!) so going online was a much more fun and rewarding option, despite us not really knowing if the label would work online at the time.  Fortunately for us, it did.

What is your career background?           

I am an ex-ballet dancer, and former Pilates instructor and studio owner who has always had a strong interest in design and fashion.

Who is your key customer?

She is style conscious and lives a full and active life. She is feminine, contemporary, confident and intelligent and she believes balance is the key to her physical and emotional wellbeing

How do you make it easy for your online customers to buy from you?

It is imperative to offer an abundance of information on each product, including detailed descriptions, access to an accurate sizing guide, sizing tips, and clear photographs of the garment on a mannequin with advanced zoom technology.  “Wear It With” appears at the bottom of each product page, offering the shopper different ways to create an outfit. We want our customer to feel confident in knowing what they are purchasing. If the item is not suitable our customers have 21 day to return their garments for a refund or exchange.

Once you have placed your items in your basket, the conversion to checkout is a fluid and easy process, with a variety of shipping and payment options. With customer service as our highest priority, we notify our clients once their order has been processed and once it has been dispatched from our warehouse, along with a tracking number.

Do you sell in person or in a physical store as well?

abi and joseph is 96% online, with only a small proportion of our business dedicated to wholesale.  We also get people popping into our office and warehouse here in Fremantle, which is fun, more than anything else, as well as a good way to constantly keep in touch with what people want – and don’t want!

List your current most popular products?

Supplex yoga leggings; relaxed fit pants; Pilates and yoga camisoles; the classic wrap – short sleeves in viscose elastane.

What’s next for your online store?

We are currently in the process of expanding the community section of our website. This includes free Pilates and yoga workout videos and a lifestyle blog where our ambassadors share their tips on diet, nutrition, weight loss, Pilates and yoga exercises and stretches, music playlists, and healthy recipes.

Styling You’s top 3 picks

 1. Essential tank top $74 | 2. Delux wrap in viscose elastane $139 | 3. Loose fitting cotton muslin shirt $89

Have you found a great online store recently? Did it offer great products or service. Leave a comment below and let us all know about it.

*I was gifted the essential tank top pictured above in accordance with my Disclosure Policy.

Comments 4

  1. Love abi & Joseph. Their pants are the best- won’t get holes or thinning patches… unlike some pants we are confronted with in class. Beautiful pieces that travel with me everywhere I go.

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  2. Hi Nikki

    It is great to see that finally there is an alternative in the activewear category in Australia that offers customers style and quality.

    You might also be interested in our online activewear company that we launched in June this year. My business partner and I are based on the Sunshine Coast and stock a range of brands manufactured in the USA. Our aim is to provide customers with a range of light activewear that easily transitions into leisurewear to cater for women’s busy lifestyles. The majority of the fabrics are made from organic cottons making them luxurious to feel and wear.

    We would love the opportunity to talk to you further.


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