A tree or sea change holds the promise of a balanced lifestyle at a more relaxed pace in an idyllic part of the country. But like any big move, it has its share of complexities and challenges. Three Aussie businesses who made a tree and sea change share their tips for a successful transition from the city.
The benefits of a tree or sea change for small and big businesses can outweigh the hard work involved in making such a transition. PHYLLI Designs, Oak Meadow and RATIONALE made their move to countryside and beach for the future and longevity of their businesses – and it paid off. Here’s how they navigated the change.
The only way to know for sure if the commute is doable, if there are enough dining options and essentials services, and what the community is like is to spend time in your country or beach town of interest.
Plan a few reconnaissance trips. Do the drive and take public transport during peak hour. Spend the day there. Talk to the locals and ask questions. The RATIONALE CEO, Shamini Rajarethnam visited Kyneton in regional Victoria multiple times before the big move.
Also check the internet connection in the town centre and your workplace – especially if it’s not in town. Slow internet connection is almost as bad as no internet connection when you’re running a small online business. And work aside, a strong WiFi also helps you stay in touch with your support network in the big smoke.
Before moving to countryside, RATIONALE sectioned off each area of its business so it could focus on understanding the specific challenges of each one.
Shamini says, “Logistics was a big focus area and we had many conversations with Australia Post to understand the differences between operating out of metropolitan and regional. This made logistics one of the smoothest areas of transition for us.”
A tree or sea change means a big shift in the lives of your employees and the last thing you want is losing good talent. RATIONALE’s leadership team broke the news to their teams four years ahead of the move.
“We brought our whole team on the journey and involved them in what their new workplace would look like,” Shamini says. “And we were upfront with any new hire.”
“I thought the move would be more challenging but our preparation, strong people culture and openness to embracing change made it easy.”
A country Post Office is an unofficial community hub. It’s where the locals run postal errands and trade local news with the Post Office staff. It’s also where a small business can get the guidance they need in packaging, labelling and sending parcels.
Both PHYLLi Designs’ founder, Laura Hall and Oak Meadow founder, Madeleine Lee, agree their local Post Office team has been instrumental in getting their parcels out the door in the fastest and most cost-effective way.
Madeleine, who made a sea change to Byron Bay, New South Wales is deeply appreciative that the Suffolk Post Office team introduced her to automatic fulfilment and does a pick-up service from her boutique.
Laura credits the Scone Post Office team in Upper Hunter Valley, New South Wales for getting her onto the MyPost Business app, showing her better ways of packaging her hats and helping her save on sending costs.
Laura says the local community in Scone were her biggest supporters when she made her tree change.
“I’ve had some of the most incredible opportunities from this community,” she says. “My entire business has grown through word of mouth. And it doesn’t matter where you are. There are small businesses within your community that will support you.”
To reciprocate, Laura hosts hat parties in her flagship store that bring the community together to design their own hats.
Meanwhile, RATIONALE’s move to Kyneton created 50 new local jobs in research, training, production, worldwide logistics and operations.
Shamini says, “Ours is a story of a big business recognising the value of a small regional town and talent. We have a growing local workforce which I’m really proud of.”
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Writer
Stephanie Sta Maria is a content specialist focused on small and medium business growth and eCommerce. She produces practical, human-centred content that highlights how Australian businesses launch, adapt and scale. Drawing on experience across editorial and branded content, she turns real founder stories and operational challenges into insights that matter for SMB retailers and online sellers.
