MEL COLMAN
The Business
Behind the Brand
Founded by Mel Colman, The Business Behind the Brand is an independent advisory practice working with founders across fashion, lifestyle and beauty.
Drawing on two decades of business experience, including fifteen years in the fashion and lifestyle industry, Mel has worked across e-commerce, wholesale, retail and commercial strategy in Australian and international markets.
Most notably, she spent over a decade as General Manager of Zulu & Zephyr, helping shape its evolution from an emerging Australian swimwear label into a globally recognised, eight-figure lifestyle brand.
Years immersed in growing businesses have shaped an instinct for what matters, when to zoom out, and when to focus on the details.
Through advisory and fractional partnerships, Mel collaborates with founders and leadership teams to navigate growth and strengthen commercial performance, helping build businesses that are as considered behind the scenes as they are to the world.
Curious by nature, Mel’s interests extend beyond business to fashion, interiors, art, design and culture. A mother of two, she’s equally interested in the evolving conversations around ambition, identity and modern womanhood, exploring these ideas further through her writing on Substack.
The Practice
Growth is rarely linear.
Every business moves through periods of momentum, uncertainty and change.
As businesses mature, so do the demands on their founders, teams and operations. The strategies, structures and capabilities that supported one stage of growth may not be what’s needed for the next.
The Business Behind the Brand was created to share that experience and bring the value of independent thinking, strategic expertise and a considered perspective to other businesses. A modern roundtable where ideas are exchanged, thinking is challenged, and honest conversations lead to stronger strategies and more considered business decisions.
Every engagement is shaped by where a business is today, where it's heading and what it needs most. The work is thoughtful, collaborative and grounded in experience, with equal consideration for brand, business and people.
Ways of Working Together
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A focused session designed to step back from the day-to-day and take a broader view of the business. Together, we'll explore opportunities, challenge assumptions, set priorities, and leave with clear direction and a practical path forward.
Each engagement is tailored to the needs and stage of the business, with areas of focus including:
Commercial strategy and financial performance
Business planning, budgeting and forecasting
Product strategy, range architecture and pricing
Retail, wholesale and distribution strategy
E-commerce performance and digital growth
Brand positioning and market expansion
Operational structure, systems and efficiencies
Team structure, leadership and accountability
Growth opportunities and strategic priorities
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Consistent access to senior-level commercial expertise, without the commitment of a full-time hire. A trusted advisory relationship built around regular strategic conversations, commercial guidance and accountability, providing continuity and clarity as the business navigates opportunities, challenges and change.
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Senior executive leadership embedded within the business, combining strategic direction with hands-on operational leadership and commercial accountability, without the commitment of a full-time executive.
More than an advisory role, each partnership brings experienced leadership into the day-to-day, taking ownership of key business priorities, strengthening financial performance, building team capability and driving the operational and strategic decisions that shape long-term growth.
In Good Company
“Mel joined Zulu & Zephyr during its early stages and played a pivotal role in helping transform the business from a small, founder-led company into a recognised global fashion brand.
Throughout her 11 years with us, she combined strategic thinking with operational excellence, helping drive our wholesale growth, establish key domestic and international partnerships, and implement the systems and processes that continue to underpin the business today. Her ability to strengthen reporting, improve overall business performance and build strong teams earned the respect of colleagues, suppliers and stakeholders alike.
Mel’s contribution has been significant, and her impact on the business will be felt for many years to come.”
Candice Rose-O’Rourke
Co-Founder & Director, Zulu & Zephyr"We've now worked with Mel across two years, and each time she has brought clarity exactly when we needed it most.
Most recently, she helped us prepare our next 12 months financial strategy to maximise profit, lower MER and better forecast our cashflow.
Mel has been a true champion of our brand, is so open in sharing her knowledge and experience, and the fact we keep coming back to her says everything.
I look forward to continuing our relationship with her for years to come.”
Fabienne Costa
Founder & CEO, YCL Jewels“Working with Mel has been one of the best decisions I’ve made for myself and my business. She isn’t about a generic, one-size-fits-all approach. She truly understands my values and the vision I have for my brand.
Working with her has been transformative—from reviewing costs and margins to making sense of social media analytics, to simply having someone experienced to bounce ideas off. What has surprised me most is the reassurance and clarity she’s brought to my business. I no longer feel alone in the challenges of running it.
What started as a one-time session quickly became an invaluable ongoing partnership.”
Frédérique Lessard
Founder & Creative Director, Les Basics
