What Works: The Smart Moves That Make Opening a Shop Easier
If you’re about to open a shop, you’ve probably got a Pinterest board full of ideas, a never-ending to-do list, and a tiny voice in your head saying, “I hope I don’t mess this up.”
I get it.
I’ve helped hundreds of retailers open their doors—from tiny boutique stores to multi-million-dollar fitouts. And while every shop is different, I’ve seen the same mistakes trip people up over and over again.
So let’s talk about what actually works—the smart moves that help new shop owners open on time, on budget, and without unnecessary stress—and what you absolutely want to avoid.
Because trust me, some lessons are better learned from someone else’s mistakes.
1. Planning Like a Pro (Instead of Winging It)
If you’ve ever built a house you’ll know that you needed a set of plans. Well, building a shop is even more complex because you’re not just going to move in – you’re going to run your business out of it!
The most successful retailers I’ve worked with: Have a realistic budget (not just a ballpark guess). Set a clear timeline (fitouts always take longer than you think). Get comfortable with their store layout early so they don’t have to redo things mid-build.
What works: A boutique owner I worked with planned everything before she even signed her lease—her fitout was designed, her builder had priced it and were ready to go, and she’d already started marketing and thinking about staff. She opened on time and under budget (which, let me tell you, is almost unheard of).
What doesn’t: Signing a lease and thinking, “I’ll figure it out as I go.” Spoiler: That’s how people end up delayed and over budget.
2. Choosing the Right Lease – Not Just the Right Location
A bad lease can sink even the best business.
I’ve seen shop owners struggle—not because they didn’t have customers, but because their lease had huge rent increases, hidden costs, or zero flexibility.
Smart moves:
- Negotiate the lease—rent-free periods and incentives are possible.
- Understand outgoings—Are you paying for cleaning, maintenance, marketing?
- Get flexibility—Can you assign or sublet your lease if needed?
What works: One retailer I worked with negotiated a six-month rent-free period—which gave her breathing room to build her customer base before rent kicked in. Game-changer.
What doesn’t: Thinking “This lease looks fine” and signing without fully understanding the terms.
3. Spending Money in the Right Places
Throwing money at your shop fitout doesn’t guarantee success.
I’ve seen retailers blow their entire budget on Instagrammable aesthetics (hello, marble counters) only to realise they had no money left for marketing or stock.
Where to invest:
- Lighting — This impacts customer experience way more than expensive finishes.
- A great shop layout—Customers need to move easily, and you need efficient storage.
- Branding & marketing—If no one knows you exist, it doesn’t matter how nice your counter looks.
What works: A café owner I worked with focused on smart design over flashy finishes. She spent money on an experienced hospitality designer to make her kitchen and servery efficient and invested in great lighting and comfortable seating. The result? A space customers loved, and a business that actually worked.
What doesn’t: Spending big on aesthetics and then panicking when the invoices start rolling in.
4. Marketing Before You Open
The biggest mistake? Waiting until opening day to start marketing.
I see so many retailers pour everything into their shop fitout, only to open and realise... no one knows they exist.
What works:
- Show behind-the-scenes progress on Instagram & Facebook.
- Capture emails & pre-orders before you open.
- Network with local businesses—cross-promote with cafés, gyms, and nearby shops.
What works: A retail client of mine partnered with a local café before she opened—she left her promo cards at their counter, and they did the same in her store once she launched. Win-win!
What doesn’t work: Setting up social media a week before opening and hoping for the best.
Takeaways: What You Need to Remember
Plan early, plan properly—Don’t “wing it” with your budget or timeline. Negotiate your lease—Rent-free periods, outgoings, and flexibility matter. Spend smart—Functionality and customer experience are more important than fancy finishes. Market before you open—Build hype so you don’t start from zero on launch day. Get expert help when needed—Leasing advice and shopfitting specialists are worth it.
FAQs – Your Biggest Questions Answered
1. How much should I budget for my shop fitout?
Fitouts vary widely! I’ve worked on fitouts from $20,000 to $7.5 million, and square metre rates from $500/sqm to $10,000/sqm. It depends on your shop type, landlord requirements, and how much work the space needs. You will need to list everything in a line item budget to get a realistic number.
2. What’s the biggest lease mistake new retailers make?
Signing a lease without checking the outgoings and rent increases. I’ve seen retailers agree to leases with massive yearly rent hikes—without realising it until it was too late.
3. Can I negotiate with the landlord?
Yes! Many landlords have budgets for incentives (rent-free periods, cash contributions to fitouts, etc.), but they won’t offer them unless you ask.
4. What’s the one thing I should never skip in my fitout?
Lighting. It affects how your shop feels, how products are displayed, and how customers experience the space. Bad lighting can ruin an otherwise great shop.
5. How early should I start marketing my shop?
6 weeks before opening—start showing sneak peeks, capturing emails, and building excitement before the doors open. At 6 weeks out you should be confident of your opening date.
Next Steps: Get the Help You Need
Opening a shop is exciting, but it’s also a huge investment—so make sure you’re setting yourself up for success.
I’ve put together a free checklist of everything you need to consider before signing a lease or starting your fitout.
Or, if you’re in the thick of it and need expert advice, get in touch with me, I’d love to help!
