Australian design brands now have a place to call home following the successful launch of The Store by Fairfax. With a focus on high-quality accessories, clothing, homewares and artwork from a range of boutique Australian sellers, The Store replaces the SMH and Age online stores.

Balance Internet are proud to announce the recent launch of the state-of-the-art eCommerce platform built on Magento 2.

To signify such a landmark event for the Fairfax Media group, Balance Internet were invited and honoured to attend the exclusive Melbourne event on Wednesday 26th October to celebrate the launch.


Project Details:

  • The whole design and development cycle for the release took less than 4 months
  • The Store replaces SMH Shop and The Age Shop

The Store features some of Australia’s most highly respected and talented curators from the worlds of art and design, who have all selected their favourite products. However there’s more to The Store than its brand or curation of content.

The Stores solution features:

  • Dropshipping capabilities with a marketplace portal that will allow vendors to manage their own inventory
  • Integration with backend Fairfax systems which allow the store to identify existing Fairfax members and allow them to login with the same account
  • Advanced reporting and content management systems
  • Auto Scaling infrastructure capable of significant traffic throughout

Key benefits of the Magento 2 platform:

High scalability and performance with an affordable license cost and enterprise-level platform support.
Many features are available out-of-the-box including well-known benefits of the Magento platform:

  • Flexible product attribute structure
  • Multiple websites and store views
  • Merchandising technologies
  • Sophisticated pricing and promotion mechanisms and others

And new features of the Magento 2 platform:

  • Content staging
  • Improved performance and scalability
  • Modularity – the ability to use marketplace extensions, enhancing functionality
  • Open source, flexible platform to fit into Enterprise environment and bring a competitive advantage

Here at Balance Internet we appreciate the collaborative approach undertaken with multiple stakeholders at Fairfax Media. With their perfect coordination and ongoing commitment, our project management and development teams were in a position to deliver a complete website within a very condensed timeline.

BalanceInternet - The Store

The Balance Internet team are proud of the new launch with our partners Fairfax Media and suggest you take a look for yourself at

Interested in working with us? Contact us or call us on 1300 624 368

Related Articles