Alice McMullin – McMullin & Co
Life Instyle chats with Alice McMullin to talk about her design journey, the inspiration behind her brand, and what’s next on the horizon.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
When I reflect on the journey that led me to create McMullin, I feel a blend of humility and exhaustion! I started McMullin & Co. by myself, launching the company while seven months pregnant, driven by desire to build something of my own. What began as a small side-hustle sourcing and selling sheepskin rugs quickly evolved into a full range of our own designed and produced products.
Design has always been an integral part of my life, a passion nurtured by my family’s love for antiques and the uncommon. It stemmed from such a young age—I remember being absolutely fascinated by endless visits to vintage stores and auction houses. Despite initially pursuing a career in law, I was always creative at heart. Returning to studies to pursue spatial design, determined to do something that truly aligned with my vision, set me on the path that would eventually lead to McMullin homeware & furniture design.
What motivated your participation in Life Instyle, and what aspects of the show align well with your brand?
We had such success with previous Life In style events during the early days of our nosiness, which was critical to us getting started. After a period away to focus on our showroom build in Marrickville, we decided the time was right to get back out there and meet current and new stockists, but most importantly I wanted to the get inspired by meeting other like-minded creatives and retailers who appreciate quality design and thoughtful craftsmanship, making it a natural fit for McMullin.
What inspired the idea to start your retail brand, and how does it resonate with your brand's overarching mission?
McMullin was founded on a passion for timeless design and expert craftsmanship. My vision is to create pieces that blend modern simplicity with refined detail, ensuring they elevate everyday living while standing the test of time.
Sustainability is central to our ethos. Each piece is crafted for longevity and everyday use, reflecting our commitment to thoughtful design. McMullin embraces a shift from the ordinary, creating timeless, premium pieces that enrich spaces with emotion and memory. Our collections are designed to mix and match, allowing for personalised, ever-evolving interiors.
In a competitive retail landscape, what distinctive qualities or values do you believe differentiate your brand from others?
Our pieces are designed to stand the test of time, using solid-form materials like teak, ceramic and chrome—at an attainable price. We focus on craftsmanship, ensuring every product holds meaning and purpose in a home. Additionally, we actively invest in building and contributing to our community of makers, artists and designers – through initiatives like The Company We Keep Series, where we partner with local artists to support them through partnerships and showing at our studio.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
The Winslow couch is my personal favourite. It is designed not only to look amazing but also to be extremely comfortable. Many couches on the market prioritise aesthetics over comfort, but I wanted to create something that offers both. The shape of the Winslow couch is also a homage to my grandparents’ couch from the 1970s, which served our family for many years.
Starting a retail venture can be daunting. What were the initial steps you took to launch your brand, and what were the major challenges or concerns you faced?
Launching McMullin was both exciting and overwhelming. I began with a clear vision—creating timeless, sustainable homewares with a strong design ethos. Starting small, I focused on a curated collection, ensuring each piece was something I’d proudly have in my own home. Sourcing quality materials while maintaining accessibility was challenging, as was balancing design integrity with commercial viability. Logistics, production, and cash flow management were major hurdles as a solo founder. Moments of doubt were inevitable, but staying true to my values, surrounding myself with the right people, and refining my approach helped McMullin grow into a brand that champions intentional living
What feedback or comments do your customers frequently give about your products and brand, and what aspects do they appreciate the most?
Our customers love that our products are Australian-designed and that we’re always looking to elevate, build and progress our design and aesthetic. While we have our own personal look, we’re not afraid to challenge ourselves, while in keeping with our promise on quality and attainable pricing.
Can you highlight some of the proudest achievements or milestones your brand has achieved since its inception?
One of our proudest moments was launching our first international collection, expanding McMullin beyond Australia. Additionally, opening our flagship Sydney showroom in Marrickville, was a significant milestone, as it gave us a physical space to engage with our customers and showcase our vision in a really tangible way.
Is there a piece of business advice that has significantly influenced your journey as a retail brand owner?
Trust your instincts and stay true to your vision. The industry is constantly evolving, and while trends come and go, maintaining authenticity and focusing on quality will always set you apart.
Are there any brands in your industry or related sectors that you admire or draw inspiration from?
Frama, a brand based in Copenhagen, is one of my favourites. They have an effortless and approachable style that resonates with my own design philosophy. Their commitment to timeless, minimal design is truly inspiring.
What strategies does your brand employ to stay ahead of evolving consumer trends and preferences in the retail realm?
We remain deeply engaged with our community and take a thoughtful approach to design. Rather than chasing trends, we focus on creating pieces that endure and adapt to changing lifestyles. We also collaborate with local artisans and constantly explore new materials and techniques.
Could you outline the core values that steer your brand's decision-making processes and relationships with customers?
Our core values revolve around intentionality, craftsmanship, sustainability, and accessibility. Every decision we make is guided by a commitment to creating products that are not only beautiful but also long-lasting and meaningful.
How do you envision the future trajectory of your brand, and what are your long-term aspirations and goals for its growth and evolution?
We plan to grow in new international markets and locally launch an exciting community building platform to our business... watch this space.
Rapid Fire Questions
What is the most interesting place you've travelled to recently?
Dongguan, China. It’s a favourite city of mine to take a break from the hustle and bustle and catch up with friends I have there.
Do you have a personal motto or mantra that keeps you motivated?
Dive into the unknown—growth happens mid-air.
If you could have dinner with anybody, who would it be and why?
My grandfather, Duncan who has inspired so much of the brands vision and ethos
What is your favourite book, and how has it influenced your perspective on business and life?
Shantaram by Gregory David Roberts
What's a hobby or interest of yours that people might be surprised to learn about?
Most of my hobbies disappeared after having three young children, but a guilty pleasure of mine has got to be indulging in some trashy reality TV series. It’s my way to switch off and unwind.