Whatever inspiration you’re after…. a new recipe to wow the family, a little bit of help making the perfect bed, styling a sideboard, some lifestyle articles or what’s new at Provincial, our Journal will bring you stories to brighten your day.
A Letter From Jade + Sascha
Provincial Home Living had humble beginnings in a small, family haberdashery store in 2002. That small store in Wangaratta started the journey through the years and country Victoria while we tested the market and refined our vision.
Now, 20 years later, with a bit of luck and a lot of hard work, we have grown to 35, carefully planned stores around Australia. Our first little store paved the way for our most recently opened superstore.
The pride and excitement each time we plan and open a new store has not diminished - it is just as strong today – it’s like welcoming a new member to our family.
We are a proud Australian business, a family owned and run business – we are lucky to go to work each day to be surrounded by family and be driven by passion and pleasure in what we love to do. Our staff are our part of our extended family and some have been with us since we began the journey which is so rewarding.
Each of our stores is thoughtfully merchandised in room setups to display our evolving range of furniture and homewares. We hope this will excite and inspire you and to help turn houses into homes where your family and friends can get together and celebrate life and love.
Our online store with its inspirational images and complete catalogue of our products enables you to shop from your armchair or plan what you would like to see in your favourite store on your next visit.
Our family is incredibly proud of what we have achieved so far and from our family to yours, a huge thank you to our loyal customers who share our passion and embrace our vision, as without your support we wouldn’t be where we are today.
Welcome to the Provincial family.
Discover the Provincial Journey
2002 - The Birth of Provicial Home Living
Provincial Home Living’s founders purchased the Co-op in Wangaratta and restored the building to its former glory. In 2002, with only one store left to lease, they decided to open a manchester and homewares store to help balance the retail mix, and so the very first Provincial Home Living store was opened.
Provincial had a fresh outlook on retail – instead of usual shelved spaces, the store was set up as a beautiful home. There were bedrooms, dining rooms and kitchen setups displayed throughout. This new approach to merchandising was readily embraced and gave Provincial the confidence to open another three country stores that year and then make a move to the city.
2005 - Inroads to the city
Over the next three years, Provincial’s product offering and store presentation were refined. We aimed to create a brand with timeless style that never aged and would never be ‘out of season’, showcasing beautiful pieces that would stand the test of time. Inroads were made into the city, and the first Provincial Home Living store in metro Melbourne was opened at Highpoint. And so the journey really began!
2006 - Entering the Digital Age
With the click of a button our beautiful imagery was available to inspire customers. Our Web Store was launched for online purchases, taking Provincial Home Living to cities and towns all across Australia.
Provincial Home Living’s first Christmas Campaign was launched in 2006 which was supported by a beautiful, printed catalogue showcasing the range. Today, Provincial’s Christmas ranges are a much-anticipated favourite with beautiful heirlooms added to the collection every year.
2010 - Spreading Our Wings
Following our success in Victoria, the first interstate store (and our first superstore) was opened in Fyshwick, Canberra. Provincial Home Living has now been a proud member of the Fyshwick community for 12 years.
2012 - Celebrating 10 years
To say “thank you” to our regular customers and as a celebration of 10 fantastic years of Provincial Home Living, we hosted the first exclusive Members event in 2012.
Provincial Home Living headed west and the first store in South Australia was opened in Mile End, Adelaide. Our South Australian offering grew with the opening of our store in Gepps Cross, Adelaide.
2016 - Cafe at Provincial
The first Cafe at Provincial opened in Warrnambool in late 2016, serving a range of meals, pastries and, of course, delicious fair-trade coffee! The Cafe is still a popular meeting place for locals and visitors to the region today.
2016 - Our First Major Event
What a fabulous day! Provincial Home Living were proud to host the first Provincial Polo Lounge at the Alfa Romeo Portsea Polo in January 2016. It was a day of horses, good-sportsmanship, delicious food and refreshments, and of course, fabulous style.
2021 - Highpoint Re-Imagined
The largest Provincial Home Living store EVER was opened in late 2021. Highpoint was Provincial’s first metropolitan store, and was relocated to a fabulous new location in Maribyrnong (just across the road). The huge showroom displaying our ever-growing selection of furniture and homewares is a testament to how far we’ve come!
2021 - Launch of the Design Studio
In late 2021 we launched our much asked for Design Studio and began the exciting journey of transforming houses into homes. Our Design Consultants began working with customers to create looks that are tailored specifically to their individual aesthetic, lifestyle, and budget.
2022 - Celebrating 20 years
Provincial goes to the beach! In August we opened the 35th Provincial Home Living store in a beautiful white, beachy building in the historic, coastal town of Sorrento on the Mornington Peninsula in Victoria.
We’re so proud of where we’ve been, and so excited about where we’re going. Join us in celebrating twenty years of Provincial Home Living, we can't wait to share the next 20 years with you!
