BrandNet’s collections have found their way into almost every community in the country through their distribution network of Australia Post, gift shops, newsagents and retailers. Photos: BrandNet.
If you own a piece of Army, Air Force or Navy memorabilia from the mid to late-80s or onwards, there’s a good chance BrandNet was behind it.
On the surface, the Canberra business looks like any other e-commerce store – but a light scratch would reveal unexpected origins and an important mission.
Stephen Davie’s family had opened a gold and diamonds trading business in the nation’s capital that had just begun supplying precious metal insignia rings to Australian Defence Force Academy graduates and, soon after, graduates of the Royal Military College Duntroon (RMC-D).
It was not Stephen’s first foray into business. He must’ve been about four when he sat in his front yard selling vegetables plucked from his parent’s garden to the neighbours.
“I guess I’ve always had a passion for setting up shop, even as a little boy,” he laughs.
“My parents were in business and I used to assist them in whatever they did. Entrepreneurship is in my bloodstream.”
Over the years, BrandNet’s relationship with Australia’s military flourished and it became the nation’s market leader in military-branded products, collectables and commemorative merchandise. On this journey, Stephen discovered how his knack for business could serve a higher purpose.
In 1999 he established Military Shop under the BrandNet banner, and in 2001, he took on a massive project to merchandise the Centenary of the Australian Army. It was a turning point that led to what Stephen calls the “great honour” of working with all three Defence Force services – Navy, Army and Air Force.
“It so happened that we found a great deal of meaning in what we were doing for the military– both in the work and for the people we created products for,” Stephen says.
“It was quite niche at the time but very rewarding and we forged strong relationships. That’s the greatest thing we’ve created – enduring relationships over 30 years.”
Military Shop has been helping the Defence Force celebrate key milestones since, and BrandNet now operates online shops on behalf of the Royal Australian Navy, the Australian Army and the Royal Australian Air Force.
The company collaborates with top Australian artists and military historians to achieve its mission – creating products that capture the stories and spirit of service and sacrifice made by our service men and women.
“These products become a tangible link to the past and help families share these stories with future generations,” BrandNet branch manager Caris Ebling says.
“Ensuring the accuracy of our products is not just important to us; it is our fundamental responsibility both to our customers and to our nation’s history.
“We recognise that when we narrate a story through a product, it is imperative to do so with precision and authenticity.”
BrandNet once enlisted the expertise of Phil Chalker, the then president of the Light Horse Association of Australia, to play a vital role in ensuring every aspect of a new line of products and figurines was accurate down to the finest detail. The collaboration involved a photoshoot featuring members of the Light Horse in their re-enactment uniforms, capturing over 3000 meticulously detailed photos for the in-house design team to transform.
In 2005 BrandNet moved its operation to Kembla Street in Fyshwick and, in 2010, opened a massive retail shop on the ground floor to house an impressive range of over 5000 items. These included military history collectables, tactical gear, military-branded clothing, gifts and collectables.
This facility also housed its in-house medal mounting service, with an expert team helping the local community mount original medals and supply and mount replica medals.
After three decades, the BrandNet team knows their stuff but continues working closely with the Army, Air Force and Navy brand managers. Caris says this is a critical step in ensuring all products adhere to brand policy and are respectful of these iconic institutions.
“You hear the word ‘branding’ and think strictly of advertising. But history branding comes from a much deeper place,” she explains.
“We’re acutely aware that we’re creating products based on history and something profoundly meaningful to people. Our products are ultimately created to ensure parts of our history aren’t left behind.”
BrandNet actively supports military and service-linked charities like Army Relief Trust Fund.
BrandNet Group has become one of Australia’s biggest private donors to military and service-linked charities. It works closely with veteran organisations, supplying fundraising products to over 800 RSL Subbranches, Legacy Clubs and other associations.
“Most people would have purchased one of our Anzac or Remembrance Day badges or keepsakes through a local veteran charity that uses the funds to support veterans,” Caris says.
The team is now looking at new technologies to enhance the online customer experience and developing its service to the police and emergency service community and, of course, continuing to create product lines with meaning. Find out more at BrandNet.
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