From the Bondi markets to international success story, Bailey Nelson launches at Greenhills
Written by: Jo Hartley
Back in 2012, on the sun-soaked shores of Bondi, Nick Perry and Peter Winkle set up a humble market stall selling glasses. Their vision was simple: make stylish, quality eyewear accessible. Word spread, their following grew, and Bailey Nelson was born.
Fast forward 13 years, Nick and Pete’s business has grown into a global success story, with 118 stores across three countries.
The newest store at Stockland Green Hills, Maitland (you can also find Bailey Nelson at Westfield Kotara) blends a fresh, modern design and a relaxed vibe. Customers are invited to browse in store and meet the team for friendly, expert advice.
“We’re excited to open at Green Hills and welcome the community into our store,” says Jade Sams of the Green Hills team. “We stock a wide range of frames to appeal to all ages in different colours and designs, so there’s something for everyone.”
Unlike many competitors, Bailey Nelson’s frames are all designed in-house in Sydney. Each design is shaped by insights from retail staff members who chat with customers directly, and the creative flair of a fashion-savvy design team.
“Every frame is designed with our brand at heart, and is inspired by colours of the beach, sand and surrounding local landscape. We also partnered with Bailey Nelson team member Kait Bush for the kids' glasses cloth design.”
Designing frames in-house not only stays true to Bailey Nelson’s roots, it also helps keep costs down. These savings are passed directly on to customers.
“We don’t partner with big designers, and we only release our frames in small batches, which makes it easier for us to maintain quality. The bonus is that our frames stay unique, so you won’t see thousands of people wearing the same pair.”
But Bailey Nelson is more than just frames. Eye tests are a big part of what they offer, and with bulk billing through Medicare, they’re accessible to everyone.
“We offer advanced technology, including retinal imaging, and partner with major health funds to provide no-gap options along with special benefits and discounts as a preferred provider.”
Bailey Nelson’s co-founders have fostered a people-focused culture, with many staff rising from casual roles to leadership positions across the company.
“It’s this strong people focus that remains at the heart of the business.”
“A perfect example of this is Scott, who is our Global Head of Construction, who now designs all our stores and is inspired by the brand's core roots and origin story. Scott came on board with Bailey Nelson in the early days and back then his job was to deliver glasses to the locals in Bondi Beach, on his skateboard (Jade laughs).”
So, what’s next for Bailey Nelson?
“At Bailey Nelson we craft quality eyewear, that’s both beautiful and affordable. We hire people who are passionate and genuine. We hope to continue to grow into more regional towns like Maitland - bringing beautiful eyewear, genuine eyecare and a little Bondi spirit closer to home.”
