Bringing 500+ families through the doors of Australia’s first Early Parenting Store.

Karitane \ Concept Store



Families through the
doors in the first week


Grant awarded by
Perpetual Trustees


First-of-its-kind retail
concept in Australia

The Karitane Concept Store received the 2018 Premier’s Design Award for ‘Best in Service Design.’

The Challenge

Karitane, Australia’s leading Early Parenting Service, asked us to help them create a community space where parents felt comfortable to share their challenges, learn and seek support for their family. But new parents are time poor, and unlikely to go out of their way to try a new service.

The first 1,000 days of a child’s life are important beyond measure, and although around 80% of parents have difficulties adjusting to parenting, only 30% seek help.

The Solution

So we got creative. We went where our audiences was, and created an ‘Early Parenting Store’ in the Westfield Bondi Junction shopping centre. In a welcoming, family-friendly retail environment, parents were able to consult with expert staff, use clear appointment booking systems and access a wealth of parenting resources.

The Karitane Early Parenting Stores received 500 visits in the first week. And the numbers continue to grow. The Store is being labelled as a ‘game-changer’ in early intervention healthcare by philanthropists, health services and brands alike. That’s a win for Karitane, for Neonormal and for young families across Australia.

“It was such a thrill to open the doors to the public. This would not have been possible without the creative and strategic thinking, courage, networks, tenacity and generosity of the Neonormal Directors and their amazing team.”


What we did

  • Strategy
  • Design + Build
  • Health Service Redesign
  • Business Model Development
  • Customer Experience