For most of us, as we grow and mature from young boys and girls our taste becomes more refined. We no longer look to have the same thing everyone else has. We want to express our uniqueness, feel special, and be catered to. In business, the same can be said for our customers, everything isn’t for everyone. 14 years ago, when 5 Girls Ltd first opened its doors, the retail landscape in the British Virgin Island was very different, there were large grocery stores, a few variety stores, hardware stores and independent shops, all catering to the masses. “Big box” and “super center” were the retail buzz terms in 2010, back then 5 Girls’ main goal was to be the premier one-stop shop destination for the BVI. “That goal was achieved, and we’ve since matured in business, our goals have evolved”, said Leona Frett, one of the owners of 5 Girls Ltd. Deirdre Frett, co-owner of 5 Girls elaborates, “Right after hurricane Irma we repositioned from a “value center” to a “home center”, soon after many of the local businesses followed suit, every supermarket to hardware store in the BVI now has home center as part of their name.
L-R: Ms. Deirdre Frett and Mrs.Leona Frett-
George co-ownwers of 5Girls
Leona explains, “the BVI customers are no longer one-size-fits-all. People in the BVI are now smarter and more sophisticated than ever before. and businesses must evolve to meet their varying needs, demands and tastes. The pervasiveness of social media and increasing access to e-commerce has increased their appetite for consistent new and unique products and experiences”. As a result, 5 Girls Home Center is evolving once again. We’ve downsized and are now focused on offering curated, high quality, yet relatively affordable products for the individual and their home. Our flagship brand is now 5G Select, 5G Select was previously a sub-brand of 5 Girls Ltd., Deirdre jokingly states, “we are no longer just girls, we are more mature with discerning taste and preferences that match our customers, we are excited about this new positioning and what we will offer”.
5G Select will have a sharper focus on providing high value services and high-quality products for the home, office, decor, gifts ideas, personal care and celebrations.
In the dynamic world of business, the notion of growth and expansion is often heralded as the ultimate goal. However, there are circumstances where scaling down a business can be more beneficial than striving for relentless growth. The concepts of growth and curation are intricately linked, particularly in industries such as retail, media, and digital platforms. Growth, often associated with expanding market share, increasing revenue, and scaling operations, can be significantly influenced by effective curation, which involves selectively presenting products, content, or services to meet consumer needs and preferences. Scaling down is a strategic move that can lead to several significant benefits that may enhance the overall health and longevity of a business.
5 Girls Home Center in Pockwood Pond was permanently closed in August 2023. 5G Select is located at Fat Hogs Bay, East End Tortola. Leona states, “Scaling down allows us to enhance our relationship with people in the community. We have the connections and reach of a big business, combined with the agility of a small business, allowing us to offer more personalized and attentive service and resources to our customers. We can quickly pivot and respond to new opportunities or challenges. It’s cheaper to please the masses, but we also want to make creativity and self-expression more accessible for our customers within the BVI territory.”
5G Select will also expand on 5Girls Ltd existing personalized staging and sourcing services, helping customers source new products and material for new construction or a decorating revamp. “Tell us your vision and we can help you get it”, says Leona, “in conjunction with our partner company LJD VI Block Ltd. we really have access to everything a person can need for their home, LJD VI Block’s brand slogan is “from foundation to roof”, and 5G Select will help easily help, “those with discerning taste who desire more” find everything else in between. This personal touch can lead to increased customer satisfaction and loyalty, which are crucial for long-term success.
The core concept of 5G Select is the idea that less can be more … LESS – – commodity, mundane, sameness, poor quality, clutter and MORE – – creativity, discovery, value, higher quality, self-expression, ideas and exposure through curated product selection and personalized services
While the concept of scaling down may seem counterintuitive in a business world that often glorifies expansion, it offers numerous benefits that can lead to a more sustainable and successful enterprise. Enhanced financial stability, increased efficiency, greater focus on core competencies, improved employee well-being, stronger customer relationships, flexibility, and strategic realignment are just some of the advantages that can arise from a well-executed downsizing strategy. By embracing the potential benefits of scaling down, businesses can position themselves for long-term resilience and prosperity.
The original 5G Select website was the first BVI focused e-commerce site launched back in 2018, the revamped site is set to relaunch later in 2024. 5G Select full brand launch will roll out in September 2024, continue to follow 5 Girls Ltd online, on FB and IG for more details and visit instore for up-to-date news and offers.