RetailOasis works closely with retail clients to set strategic goals and future vision in a highly collaborative style. We combine our in depth consumer understanding with a rigourous thinking process for retail business improvement and marketing initiatives. Put simply...

It’s all about connecting retailers with consumers.

Who is RetailOasis?

RetailOasis is a hand-picked team of senior practitioners led by one of Australia’s most experienced retail marketing experts, Stephen Kulmar.

We have one goal: helping retailers achieve their objectives through consumer insights and trends analysis.

The key outcome of our work is innovation driven by marketing and branding initiatives.

We operate with a select group of clients who are seriously interested in identifying ways to improve their business.

With this in mind, our structure is focussed on senior experienced personnel dealing directly with senior retail management and direction. We think your time is too valuable to work any other way.

Our People

Stephen Kulmar – Director

Steve Kulmar is one of Australia and New Zealand’s most highly regarded retail marketing and communication experts. Over the last 28 years, as founder and CEO of IdeaWorks, he has helped re-engineer, rebirth and launch some of the region’s most successful retail businesses.

Steve has an experience base second to none, ranging from Woolworths to Westfield. Over the last 15 years, he has helped Big W grow into Australia’s most successful discount department store. He has worked with Supercheap Auto to re-engineer their core business while launching their boating, camping fishing category killer, BCF. And most recently, he has helped to redefine the Mitre 10 brand.

Steve has worked in similar partnerships with countless other retailers, including (Woolworths) BWS, Angus and Robertson, Borders, Oz Design, Bendon Lingerie, Warehouse Stationery, and many more.

Steve retired from IdeaWorks in June 2008 to start a new retail marketing consultancy, RetailOasis.

Steve is also a non-executive director of two public and three private businesses, a shareholder in two successful retail businesses, and a passionate contributor on the domestic and international speaking circuit.

Nerida Jenkins - Director

Nerida’s passion lies in retail strategy and identifying actionable consumer insights.

Nerida has over 15 years experience in the communications industry having worked at multinational agencies including Mojo, DDB, Whybin TBWA, George Patterson Partners and IdeaWorks.

Over the last four years, Nerida has worked closely with Stephen Kulmar in developing business, marketing and brand initiatives for many of Australia’s leading retailers.

Nerida has a wealth of experience across all market segments, having worked on a plethora of retail and consumer-service businesses such as Angus & Robertson, Mitre 10, Bendon Lingerie, Warehouse Stationery (NZ), McDonald’s, Toyota and many others.

Nerida has a Communications degree from University of Technology, Sydney.

Maria Fok

Maria has an extensive commercial background and over 10 years’ experience in strategic projects for Woolworths and Qantas. Her experience with these companies includes business planning, airport retail development, oneworld alliance initiatives, global sourcing, new product development and brand management.

Maria won the coveted retail industry essay writing and public speaking competition; the Joe Berry Awards, 2007, and was invited to judge the 2008 scholarship section.

She is highly passionate about retail trends, innovation and business strategy.

Our experience