Samantha Miles and Natalie Sampson are two well-known faces within the marine and boating community, having spent years building their careers across multiple roles in the industry before striking out on their own. In 2018, they launched Shoreside Clothing, a business that has quickly earned a reputation for its personalised service, wide product range, and strong client relationships.
Samantha Miles and Natalie Sampson founders of Shoreside Clothing
Both Sam and Natalie share a deep connection with the water. Sam grew up working in her family’s chandlery in Westhaven, New Zealand, later building a career that spanned Super Yachting and a decade with Musto Australasia. Natalie, meanwhile, developed lifelong friendships and industry ties through sailing at the CYCA, where she also forged her path in sales and administration roles, including time at Musto. Their combined experience, networks, and passion for the marine sector laid the foundation for a new venture that could go beyond traditional uniform supply.
Recognising an opportunity in the market for businesses seeking flexibility, choice, and service, they created Shoreside Clothing as a “one-stop shop” for uniforms and merchandise. Today, their company partners with leading brands, services clients across diverse sectors, and continues to grow—founded on the same core values of trust, service, and connection that first shaped their professional journeys.
Marine Business News spoke to Sam and Natalie. This is what they had to say.
Q. Samantha and Natalie, can you share the story of how your professional journeys led to the creation of Shoreside Clothing?
A. Sam – I have grown up in the marine industry since a very young age whereby my dad ran a Chandlery in Westhaven NZ called The Gear Locker. I worked with my dad at The Gear Locker for many years. From there it was many more jobs all in the Marine Industry including 6 years in Super Yachting, 2 years working for Musto doing the Merchandise for Volvo Ocean 2005-2006 and 10 years with Musto Australasia as their Corporate Sales Manager. Then after a little break Natalie and I commenced Shoreside Clothing in 2018.
Natalie – I grew up in an active family around the waterfront and dinghy sailing and later started sailing yachts at the CYCA were I made many friends and lifelong relations. I worked in a variety of different roles in sales and administration with a few of these being linked to the marine industry. I met my husband on the sailing scene where Sam and I also met. After starting a family, I took a sales/admin position a Musto Australasia servicing corporate clients before Sam and I decided we could offer the industry more than just Marine brands and make it a one stop shop for businesses within the industry and not just boat owners. I had already left Musto to raise my family and was looking to get back into the workforce, so Shoreside Clothing posed a new and exciting venture.
Q. What gap in the market did you see that made you want to establish a new brand rather than continue in your previous roles?
A. We saw a gap in the market where we could offer customers a range of products and brands which can all be branded to create the perfect uniform. We didn’t want our customers to feel locked into one particular brand, instead having the opportunity to pick the items that they like was the key.
Q. Your website highlights reducing client stress through a “unique personal service.” What does that look like in practice?
A. We have long standing relationships with many of our clients. This is built on trust and ‘real’ service. Listening to what people want in their initial brief and coming back to them with options that tailor their needs is the key. People feel that they can trust we will find the right products at the right price. Each customer is different, and all have their own specifications with a uniform or merchandise requirement, the 20 year’s experience in products and logo applications enables us to find the perfect solution for their business.
Q. How do your core values influence the way you approach customer relationships and product delivery?
A. Service is the key for Shoreside Clothing. It is our main core value. It doesn’t matter if the order is big or small, all our customers get treated with care and attention to provide them with great products, at a great price. Our products are all delivered looking good, and we are proud of what we do.
Q. You represent a broad range of known brands. What are those brands?
A. We love our brands. We work closely with them to not only get an understanding of what each brand offers but also to create good solid connections in the market. Whether its Ollie from Musto, Rob from Sail Racing, Kim from Henri Lloyd or Pat from Vaikobi we love to pick up the phone and have chat prior to placing an order. A selection of our brands are Musto, Henri Lloyd, Helly Hansen, Dubarry, Sail Racing, Vaikobi, Burke and AS Colour.
Q. You also provide non-branded products that you source to fulfil a specific need. How does that work?
A. We work to the customer requests. Often, they want to pair a good quality marine brand jacket with a non-marine brand tee and hoodie. We form a story of products based on the customers’ needs and budget rather than focussing on a specific brand.
Q. Can you walk us through your product range, what are your most popular items, and why do they resonate with your customers?
A. Wow we have allot of products on offer and it can be quite overwhelming for someone coming in looking for items, especially if they are not quite sure what they want. This is where our experience really does come in. With such a wide range of products on offer we can narrow it down and find a smaller selection of products that would suit the customer. However, with such a wide range, we do have some top sellers – The Musto Sardinia Jacket which is a personal favourite, The Helly Hansen Insulated Dubliner Jacket was a great seller this winter, along with the Cutter and Buck Bainbridge shorts and Sail Racing Bow Tech Polo to name a few.
Q. How do you balance offering competitive pricing with maintaining quality and service?
A. Shoreside Clothing has one of the most competitive pricings in the industry. We understand not everyone has big budgets to spend of uniform and merchandise and we will always give them the best possible product to keep within their budgets. This is the service we offer, and we are known for this unique personal care and attention to each and every customer who comes through the door, whether they are big or small.
Q. What has been one of your most rewarding projects or client partnerships so far?
A. One of the most rewarding client partnerships we have had is with the Marine Industry Association.
We are the clothing partner to the Marina Industries Association (MIA) and this sponsorship is one our most important relationships in this industry.
We work closely with the MIA and their fellow partners to continue Shoresides growth in the Marina Industry.
We would love to be the leading Clothing supplier to all the Marinas around Australia.
Q. How do you ensure that outfitting a large team or crew remains a stress-free and efficient process?
A. When it comes to big orders one of the main areas is providing them garments which are in stock. This process takes allot of time at the beginning making sure what you are offering the client; you will be able to supply. It’s impossible for all our brands to carry full stock of all products in all sizes and colours all year round so making the investigations early about what you can easily offer makes the process very efficient when the final order comes through. For some our bigger clients we even hold their stock here in our warehouse, so it is easily available when they order.
Q. With 20 years in the corporate and uniform industry, what key changes have you seen in customer expectations and trends?
A. Customer expectations for corporate uniforms have shifted toward greater sustainability, and comfort. In the marine industry specifically, UV ratings are important as well as high vis options for boat yards. There’s a demand for more personalisation and variety within uniforms, moving away from rigid styles to flexible, mix-and-match ranges that allow individual expression while still conveying a strong brand identity.
Q. The marine industry can be highly specialised, what unique challenges or opportunities does it present for Shoreside Clothing?
A. The marine industry is a lifestyle industry in the most part, and all facets of clothing and uniform are becoming more lifestyle orientated. The Marine industry is specialised not only in that it needs to cater specifically to the elements and hard workers but also to a vast range of roles from administration and hospitality to boat yards & offshore maritime staff. For this reason, our one stop shop approach at Shoreside Clothing is perfect as we can outfit all areas of the industry with our carefully selected range from many suppliers.
Q. How do you see sustainability and ethical sourcing shaping the future of uniforms and branded clothing?
A. We know this is the way of the future for clothing, merchandise and products in general in Australia and beyond. Many of our brands now are all moving to sustainable packaging, sustainable materials and ethical production. We all have a social responsibility to do the ‘right thing’ whether big or small we can all make a difference.
Q. Are you exploring any new technologies, such as digital fitting tools, custom design platforms, or sustainable fabrics?
A. Definitely working towards streamlining our processes. We had sharp growth period in the last 12-months and we now need to focus on implementing platforms that will help us continue to grow without getting bogged down in the office.
Q. What are your short and long-term growth plans for Shoreside Clothing?
A. Short term is having 3 shows in the next few months – Sail Expo, RMYC Timber Boat Festival and Sydney on Water Boat Show which will keep us busy. Long Term is to be the leading Clothing Supplier to the Marine Industry in Australia and beyond.
Q. Finally, what message would you most like to leave with organisations considering Shoreside Clothing for their team or event?
A. When coming to Shoreside you will be looked after from the time you make contact. We will take care with your uniform and merchandise needs and not only want to ‘sell product’ but we want to build connections and relationships that will last many years. Our boat show catch ups with all our customers are the best and we are so lucky to have made so many friendships along the way. Come on board to Shoreside!
For more information about Shoreside Clothing, visit their website at https://shoresideclothing.com.au/
