Business inspiration: Spoilt

Chelsea McIntosh in one of her Spoilt gift stores.

With four gift stores in the Melbourne CBD,
it was a natural progression for Spoilt owner Chelsea McIntosh to move her successful business online.

When Chelsea McIntosh was working in an office in the Melbourne CBD, she would join the throng and jump on a tram at lunchtime to get to the shops. "Most of us have to buy gifts from time to time, and it’s fun just to have a browse and lift your spirits,” says McIntosh, who had a degree in marketing but wasn’t getting much satisfaction from her desk job.

One lunchtime on a tram back to work, McIntosh began to think about how many people there are in the city and how time poor so many of them are. "I remember looking at the high rises and thinking, ‘these are like little villages – there’s so many people in each building’.” And the idea of having a shop in the hub of those "villages” began to form.

Read the full article at -

The Age - Shop Front
6 March 2012

Spoilt caters to time-poor city workers with a wide range of affordable gifts.

Spoilt is a homewares and gift shop, with four locations in the CBD. They stock a tasteful, unique range of jewellery, scarves, body care, travel goods, kids’ toys, cookbooks, candles, games, men’s accessories and loads more.


The first Spoilt store opened in May 2005 in Collins Street, followed by the Lonsdale Street store and two Bourke Street stores.

Chelsea McIntosh is the owner, a business management graduate who was working in a recruitment office when she saw a gap in the market for city gift shops – one-stop shops where busy CBD workers could find something for anyone and everyone – fast. She worked on a business plan for a year and a half before opening her first store.
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