Is pure-play retailing dead? With Irene Falcone of NourishedLife.com.au
b'Recorded at Online Retailer 2017 in Sydney, here we chat with Irene Falcone, founder & CEO of NourishedLife.com.au, to take a close look at the sustainability of pure-play models:\\n- Why more and more online retailers are opening stores\\n- Do you need a store or does the problem lie elsewhere\\n\\nIrene Falcone is the founder and CEO of Nourished Life. A store that provides sustainable, eco-friendly, and natural personal care, beauty & lifestyle products \\u2013 all backed by substantiated information.\\n\\nWinner of the 2016 Telstra Business Women\\u2019s NSW Entrepreneur Award, Irene leads the toxin-free beauty and eco-friendly space.\\n\\nAfter spending 18 years in advertising, with 10 of those years in senior marketing roles for the world\\u2019s largest brands, Irene took a leap of faith and swapped the glamour of the movie industry for a warehouse, a forklift and team of local mums.\\n\\nIrene created Nourished Life with just $100 in October 2012 and grew it to a $20m+ business in just 4 years. As a 100% owner, she is responsible for all management decisions from creative direction to financial planning.\\n\\nNourished Life springs from Irene\\u2019s passion to help women shop with confidence for healthier beauty and lifestyle products. Nourished life closes the gap between \\u2018health\\u2019 and \\u2018beauty\\u2019 by sifting through the mixed messages on labels and confusion in the marketplace. Nourished Life brings together an extensive range of comprehensively researched, affordable, eco-friendly products that are good for us and good for our planet.\\n\\nIrene\\u2019s sound reputation as a trusted natural beauty trail-blazer is supported by advisory positions with several industry bodies and her role as the exclusive Australian distributor for 100% Pure, one of the most sustainable and innovative personal care brands in the world.'