An Interview with We❤️Retail Stories | Lachlan Rowston

written by Zelman Ainsworth

14/04/26

In this A-PTV feature, Zelman Ainsworth sits down with Lachlan Rowston to unpack what truly drives success in today’s physical retail environment.

The discussion highlights how brands like Lockeroom go beyond product—focusing on culture, consistency and a clearly defined point of difference to create meaningful in-store experiences. In an increasingly competitive landscape, it’s this alignment between brand identity, customer engagement and execution that underpins strong retail performance and long-term relevance.

“The best retail concepts don’t just sell—they create an experience that people connect with.””

Zelman Ainsworth

DIRECTOR

ABOUT Zelman

Zelman Ainsworth

DIRECTOR

Zelman Ainsworth has worked in commercial real estate his entire adult life, with the past 11 years specialising in Retail Leasing in Victoria.

Zelman’s high level of energy, passion, and creative thinking have provided him with the opportunity to gain extensive experience and a deep understanding of the property industry. During his career, Zelman has worked with a wide range of landlords and retailers and is considered an industry expert within the Melbourne market.

Zelman is renowned for his creative approach and innovative ways in negotiating favourable outcomes for all parties, and his extensive network of retailer relationships across all areas of the Australian property market.

Zelman has a passion for keeping the market informed, educated, and entertained, with his widely watched series on A-P TV featuring interviews with major landlords, retailers, and politicians.

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We❤️Retail Stories | Emma Buckley & Natalie Boffa

An interview with

We❤️Retail Stories | David Makin

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