It takes moxie to choose Smarter Than Most as a corporate slogan.
It shows force of character and determination, definitely. Nerve? For sure. And a touch of bravado, too. Those three words drive STM Goods, a business that designs and sells laptop bags, mobile phone and tablet cases in most parts of the world. The two founders, Adina Jacobs and Ethan Nyholm from Sydney’s Bondi Beach, started 21 years ago when the global markets for their products either were a glimmer in their makers’ eyes or in their mere infancy.
Laptops were only just emerging, and mostly were only used at work. There weren’t too many lifestyle uses. The internet was out there but it was far too slow for video streaming and there were no online music services. Google didn’t even exist. Mobile phones were not internet enabled and tablets were struggling to find a market without any wi-fi. Nyholm bought his first laptop but he had a problem carrying it on his bike. With the help of his work buddy Jacobs, at fashion group Hound Dog, they devised a solution.
“He couldn’t find a bag for it,” explains Jacobs. “So he put his laptop in a padded envelope from the Post Office and that went inside a normal backpack. He rode to work and to uni, and that’s how he protected his laptop. I was an accessories buyer, and knew about product development and how to source from overseas. We put his idea together with my know-how and we created a small collection – two bags, a backpack and a shoulder bag.”
STM was born. They jointly worked on the designs and Jacobs signed up a factory in Asia that agreed to make 250 items. “That is a very small quantity. Normally your order is a thousand units per colour per style. This was 50 units per colour per style. The person who helped us did it for a favour. They didn’t realise this was going to be an ongoing thing. We found our niche and everything was OK. We upped our quantities pretty quickly after that.”
This story is from the April 2019 edition of Money Magazine Australia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the April 2019 edition of Money Magazine Australia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Is the public market shrinking?
Australia needs a healthy stock market to give companies access to funds and to allow retail investors to build wealth.
India: three steps to transformation
Massive investment and extensive reforms turbocharge the economy.
The ballet of business
Changing direction, products, models and marketing is a hard task for a business. We chart what it takes to turn a business around, plus profile four successful pivots.
Save money and the planet
Could the high cost of living give us the incentive we need to reduce how much water and energy we use or waste? These eco-friendly household tips will help you do just that.
AI adoption is the new black
Artificial intelligence is set to reshape the commercial world, and small enterprises can’t afford to miss the boat.
Spam attack! Murky laws jam our inboxes
Unwanted marketing material is one of the pain points of modern life.
From rags to riches in style
Rich Tran sported a bowl cut until he was 14 years old and had no intention of becoming a hairdresser.
New work deals are killing the 'old' office
The Covid pandemic and the subsequent lockdowns accelerated the trend to more people working from home. It was a mixed experience.
Points taken: the truth about rewards
Can hopping between credit cards really boost your frequent flyer haul and give you cheap or free travel - or is it doing more harm than good behind the scenes? Money puts it to the test.
Shortcuts to own a home
Innovative ideas with a focus on low costs and sustainability could help solve the housing crunch.