In a retail sense, what do the words “cookware”, “kitchenware”, “tabletop” and “giftware” bring to mind? Surely, it is safe to say that if you have lived in Melbourne for any significant amount of time whatsoever, these words will lead you to one destination, and one destination only – Minimax. Minimax has been providing “entertaining ideas for your life” to Melburnians since 1967, for well over 50 years, thanks to its founders, Ray and Gene Harrison. As a matter of fact, Minimax lays its claim to fame in being Melbourne’s first and original homewares store! Further to this, a curated product presentation based on style and service provided the homewares store with a unique point of difference. The over-arching result of this point of difference was to lend inspiration to generation after generation of customers. In turn, this inspiration has galvanised the foundation of some of Melbourne’s greatest parties over the last five decades and has formed long-lasting partnerships between Minimax and its customers for the most important of life’s moments, be they births, graduations, weddings, anniversaries, even the Melbourne Cup.

What has been and continues to be the golden key to Minimax’s inarguable and proven success? One word sums it up, evolution. Ray and Gene realised the need to adapt and change in order to accompany their customers along their journey of self-discovery and to simultaneously expose their customer base to the finer aspects of entertaining as they related to other parts of the world. This concept of evolution is clearly evident to this day via Minimax’s vast range of European-made items, many of which include top brands that were introduced into the Australian market for the first time. As well, this journey is one that has been meticulously overseen and accompanied by two generations of the Harrison family. An additional and rather interesting component of this retail evolutionary journey has been the realisation that having a finger on the entertaining pulse of Melbourne means having a direct connection and direct relationship with the genuine decision makers of the community. Particularly, forging bonds with the well healed women of the district proved to be limitlessly beneficial, for these women were the legitimate hosts who possessed “a keen eye for style and quality”. This allowed Minimax to evolve confidently and effortlessly to fully meet the needs and wants of its ever-growing client base.

Flash to present-day Melbourne, the start of December 2020 and the looming of Christmas in the not-too-distant future. Though procrastination and Christmas often times go hand in hand, it is never too early to start planning your very special holiday celebrations. Not surprisingly, Minimax has your celebration preparations fully covered from the top of the tree to the bottom of the tree, and then some. Whether you are trimming the tree, decorating the interior/exterior of your house, setting the table, baking and cooking furiously for the main event or attempting to create a seasonal olfactory ambiance to imbue all of the aforementioned activities, Minimax stocks a wide range of Christmas-specific brands to assist your holiday dreams come to fruition. These brands include The Aromatherapy Co., Bordallo Pinheiro – a Portuguese ceramicist, Ecoya, Flower Box, Glasshouse Fragrances, Myrtle & Moss, Palm Beach, Red Tractor, Riedel, Royal Doulton, Waterford Crystal and Wedgwood. From premium crackers, traditional tree ornaments and lights, tablecloths, cutlery and copper cookie cutters to candles, diffusers, wreaths, garland, even proper trees, the vast selection of all things Christmas will, quite simply, make your preparations a breeze. In addition, once your to-do list is completed in an orderly and timely fashion, you just might find the time to grab a cup of tea, a gingerbread cookie and to step back and take it all in, to truly enjoy the fruits of your labour and the magical holiday atmosphere that is unique to this time of the year. 

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Although much as changed this year, all of the wonderful traditions of Christmas can be enjoyed with Minimax.

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