Proudly born in Geelong in 2005, The Laboratory was created by two Geelong Locals, Paul and Ben. Combined, Paul & Ben have more than 65 years of experience in the Australian wholesale and retail clothing market, with many long term relationships with suppliers and customers having been established and maintained over this time.

Our Geelong heritage underpins everything we do as a business, from providing the inspiration behind our designs to our ongoing commitment to create authentic, engaging and real relationships with the communities we operate in as well as a memorable, personal and tailored experience for every customer.

The Laboratory brands provide everyday luxury, with a focus on quality fabrications and flattering silhouettes for every woman. Proudly focused on implementing ethical and sustainable practices, The Laboratory has established long-term manufacturing partners. Our like-minded manufacturers are a true extension of The Laboratory family and play a vital role in our commitment to a transparent and ethical supply chain.

Our customer seeks timeless, modern wardrobe staples designed to complement the casual Australian way of life.

With three in-house brands under one roof - Ellis & Dewey, One Ten Willow & JRNY,  each with their own unique signature design, The Laboratory encourages customers to mix and match brands to create custom style solutions that reflect the casual and relaxed Australian lifestyle and will stand the test of time.The unique wardrobe solution offered at The Laboratory boutiques is what we like to callThe LabFactor.