Lyoley Appoints MV Retail Advisory to Lead Its Retail Go to Market Strategy

Lyoley founder and director Nick Goodwin has appointed Melbourne consultancy MV Retail Advisory as the company's commercial partner, handing the firm Lyoley's retail go to market strategy. MVRA will also power the lyoley.com.au ecommerce site and partner with Lyoley on search.

It is a deliberate choice of partner, and not a marketing appointment. MVRA is a retail advisory firm run by two retail and commercial executives, people who have spent their working lives on the retailer side of the table. Lyoley brings the product, the manufacturing and the category knowledge. The partnership adds senior commercial judgement on pricing, channel and negotiation, with one objective: faster market penetration across the three segments Lyoley has prioritised.

What the appointment covers

Three workstreams, running in parallel:

• Commercial go to market strategy. Channel priorities, pricing architecture, and the order in which Lyoley approaches its three target segments: commercial retail and fitout, content creators and studios, and events and activations.
• Ecommerce. MVRA will power the Lyoley online store, from product structure and merchandising through to the consultation to order path that every Lyoley purchase runs through.
• Search. A joint SEO program covering site architecture, content, and visibility in AI answer engines as well as conventional search.

What retail go to market strategy looks like for a made to order manufacturer

Lyoley makes LYOFRAME and LYOSET, modular aluminium frame kits that lock together with tool free Quick-Lock connectors and hold tensioned, custom printed fabric graphics in a banner track. Kits run from the two panel Starter DUO at $1,422 to the six panel Home Studio SIX at $4,167. Everything is made to order after a consultation that confirms configuration, measurements, artwork and site access.

That model shapes where the growth comes from. There is no impulse purchase, no stock sitting in a warehouse, and no ranging decision made by a shopper in an aisle. Each sale is a considered purchase with a 45 calendar day lead time from approved order and artwork. Volume follows distribution and pricing, not advertising weight, which is the discipline MVRA was brought in for.

MVRA was founded by two senior commercial leaders with more than fifty years of combined experience across Australia's leading retailers. Managing Partner Milun Spasov spent more than two decades in senior roles at Bunnings, Sigma Pharmaceuticals, Officeworks and BCF, and oversaw more than $800 million in international sourcing programs at Officeworks. Co-founder Victor Simonovich led ecommerce trade at Target, where the firm says he directed an online business of more than $350 million.

"We are thrilled to be supporting Nick and the Lyoley team on commercial go to market strategy," said Milun Spasov, Managing Partner at MV Retail Advisory. "The product is good and the category is underserved in Australia, so the work here is not invention. It is distribution. Getting the right kits in front of fitout, studio and events buyers, pricing them properly, and making the path from enquiry to order short. That is the work we do every day."

The market Lyoley is selling into

Australian household spending rose 7.0% in the year to July 2026, and 1.1% for the month, according to the Australian Bureau of Statistics Monthly Household Spending Indicator. Discretionary spending rose 7.8% through the year, well ahead of the 5.6% rise in non-discretionary spending. Clothing and footwear posted the largest monthly gain at 1.6%, followed by recreation and culture at 1.5%.

Those categories sit directly behind Lyoley's customers. Apparel retailers changing a window theme, studios shooting product content, and brands building activation spaces are all downstream of discretionary demand.

The move online is the second signal. In the final Retail Trade, Australia release, covering June 2025, online sales reached 12.7% of total retailing, up from 11.9%. The ABS has since retired that series in favour of the household spending indicator. For a made to order product sold nationally out of Melbourne, a website that explains the system properly does more selling than a showroom would.

The ecommerce and search brief

MVRA lists web design, CRM and customer data analytics among the support services it offers alongside its core work in market entry, account management, global sourcing and pricing architecture. For Lyoley the immediate job is making the site do what a good sales conversation does: explain panel counts, show finished installs, and turn a qualified enquiry into a booked consultation.

The near term work sits in three places. Tightening product structure across the modular display frame kit range. Expanding the gallery so buyers see installed systems rather than renders. Making the specifications easy to hand to a fitout contractor or a venue manager without a follow up email.

The compliance baseline is not negotiable. The ACCC states that online businesses have the same responsibilities to consumers as physical businesses, and advises buyers to look for a phone number, a physical address and an ABN on any site they order from. Lyoley publishes all three. Its terms and conditions state plainly that made to order products are not returnable for change of mind, while faults, defects and failures against a consumer guarantee are remedied under the Australian Consumer Law. Businesses should read those terms against their own circumstances and seek advice if anything is unclear.

What does not change

• Every kit is still made to order following a consultation.
• Order processing remains 1 to 5 business days, with production, freight and delivery at approximately 45 calendar days from approved order and artwork.
• Pricing on the four available kits is unchanged: Starter DUO $1,422, Room Makeover TRIO $2,133, Creator QUAD $2,781, Home Studio SIX $4,167.
• Refunds remain limited to faults, defects and consumer guarantee failures. There are no change of mind returns.

What happens next

The three workstreams above are the scope. Buyers with recurring requirements, particularly fitout contractors and event producers, can book a consultation and be part of the conversation while pricing and range structure are under review. Anyone weighing the numbers first will find the full breakdown in what a modular display system actually costs over five years, and the common questions answered on the FAQ.

MV Retail Advisory is based in Melbourne and can be reached through mvretailadvisory.com.au.