A Big Business in a Small Town: How RATIONALE Thrived with a Tree Change

In 2016, luxury skincare brand RATIONALE was ready to scale internationally. The company needed a larger space to accommodate its growth, and after much consideration, the founders decided to move operations to the scenic town of Kyneton, located in regional Victoria.

It was co-founder Richard Parker who found the perfect plot of land during a drive through the Macedon Ranges. The location checked all the boxes: proximity to Melbourne, access to key highways, and a peaceful setting for their new state-of-the-art facility. By 2020, construction began during the global pandemic, and the leadership team used this time to carefully prepare for the transition.

Logistics and warehousing were a major focus, with RATIONALE partnering closely with Australia Post to ensure a seamless move. Their strong relationship with Australia Post made it easier to tackle the challenges of operating in a regional area, allowing for smooth service delivery even during uncertain times.

Communication was key to success. RATIONALE was transparent with its employees, involving them in the planning and ensuring the shift was a collective journey. Despite the new location being outside Melbourne, employees adapted well, thanks to flexible working arrangements and a hybrid model that allowed for both remote and on-site work.

Since its relocation, RATIONALE has not only expanded its business but also created 50 new jobs in areas such as research, logistics, and production. The move has breathed new life into Kyneton, contributing to the local economy and showcasing the benefits of a major brand investing in regional talent.

Shamini Rajarethnam, RATIONALE's CEO, encourages other businesses considering a tree change to embrace the opportunity. With thorough preparation, open communication, and a forward-thinking mindset, the shift can lead to incredible growth and innovation-just as it did for RATIONALE.