Roxy Jacenko moves into new $18million office space in Beaconsfield

Roxy Jacenko is leaving her famous Sweaty Betty PR headquarters in Paddington that has been the centre of her publicity and retail empire for more than a decade.

She has moved her operations to an $18million compound in Sydney’s Beaconsfield spanning 700sqm across two streets, as well as commercial and warehouse space.

The Paddington office, which Jacenko bought outright eight years ago for $2.6million, is now worth an estimated $10million, and will remain Sweaty Betty’s financial hub with portions of the building to be leased to other businesses. 

Speaking to Daily Mail Australia about the move, Jacenko, 42, said it was necessary to move to the Beaconsfield address because she plans to grow her empire to be ‘bigger than Ben-Hur’ as the PR industry bounces back from the Covid pandemic.

In addition to her flagship firm Sweaty Betty, she runs influencer agency Ministry of Talent, candle brand XRJCelebrations, children’s accessorises label Pixie’s Bows – named for her 10-year-old daughter Pixie Curtis – plus toy brand Pixie’s Pix.

EXCLUSIVE: Roxy Jacenko is leaving her famous Sweaty Betty PR headquarters in Paddington that has been the centre of her publicity and retail empire for more than a decade

Roxy has indeed come full circle in her career.

Her new Beaconsfield HQ is coincidentally where she first started Sweaty Betty back in 2004 at the age of 24. The office space was then just 100sqm.

‘Would I do it again? Nope. But I am on the train now and I wont stop until I conquer,’ Roxy said

Jacenko said her mother Doreen Davis bought the space for $18m after it went on the market late last year, but had previously owned it with her ex-husband Nick Jacenko in the early 2000s when they both worked in the rag trade.

She intends to hold onto her old office building in Paddington, which was designed by acclaimed interior designers Blainey North, and is in the process of leasing it out.

End of an era: The Paddington office (interior pictured), which Jacenko bought outright eight years ago for $2.6million, is now worth an estimated $10million, and will remain Sweaty Betty's financial hub with portions of the building to be leased to other businesses

End of an era: The Paddington office (interior pictured), which Jacenko bought outright eight years ago for $2.6million, is now worth an estimated $10million, and will remain Sweaty Betty’s financial hub with portions of the building to be leased to other businesses

Luxury: She intends to hold onto her old office building in Paddington, which was designed by acclaimed interior designers Blainey North, and is in the process of leasing it out

Luxury: She intends to hold onto her old office building in Paddington, which was designed by acclaimed interior designers Blainey North, and is in the process of leasing it out

Jacenko said she was practically forced out of the Paddington premises because the storage area could not accommodate the rapid growth of her two kids’ brands.

But her new office in Beaconsfield has a warehouse with an Amazon-style ‘pick and pack’ area where Pixie’s Bows and Pixie’s Pix products can be stored and shipped with ease without the need for a third-party distributor.

There is also a full studio and office space for 25 employees.

‘It feels great and even better to be in a premises that my mother owns and to be able to keep it in the family,’ Jacenko told Daily Mail Australia.

Business is booming: Jacenko said she was practically forced out of the Paddington premises because the storage area could not accommodate the rapid growth of her two kids' brands. Pictured with her 10-year-old daughter Pixie Curtis

Business is booming: Jacenko said she was practically forced out of the Paddington premises because the storage area could not accommodate the rapid growth of her two kids’ brands. Pictured with her 10-year-old daughter Pixie Curtis

No stopping her! Her new office in Beaconsfield has a warehouse with an Amazon-style 'pick and pack' area where Pixie's Bows and Pixie's Pix products can be stored and shipped with ease without the need for a third-party distributor

No stopping her! Her new office in Beaconsfield has a warehouse with an Amazon-style ‘pick and pack’ area where Pixie’s Bows and Pixie’s Pix products can be stored and shipped with ease without the need for a third-party distributor

Empire: In addition to her flagship firm Sweaty Betty, Jacenko runs influencer agency Ministry of Talent , candle brand XRJCelebrations, children's accessorises label Pixie's Bows - named for her 10-year-old daughter Pixie Curtis (pictured) - plus toy brand Pixie's Pix

Empire: In addition to her flagship firm Sweaty Betty, Jacenko runs influencer agency Ministry of Talent , candle brand XRJCelebrations, children’s accessorises label Pixie’s Bows – named for her 10-year-old daughter Pixie Curtis (pictured) – plus toy brand Pixie’s Pix

‘To think I was in a 100sqm space some 18 years ago as a ballsy wannabe publicist and I can be back here in such a large space housing so many brands I have developed is exciting,’ she said.

‘It was a challenging decision to make for me as the Paddington office was a big achievement for me in terms of the purchase eight years ago. But we made the move with the view of growing even bigger, something that wasn’t possible in Paddington.’

Jacenko’s years at the Paddington HQ weren’t without their troubles, with the premises infamously being targeted by vandals at one occasion, which is why she has decided to not disclose her new business address.

‘I decided that I never wanted to put my businesses or my staff in that position again,’ she said.

‘This space is cool, modern and under the radar… It’s no longer just about whose boardroom has the better custom carpet and whose offices look better. For me it’s about how do I grow this [business portfolio] to be bigger than Ben-Hur.’

Moving on: Jacenko's years at the Paddington HQ (front desk pictured) weren't without their troubles, with the premises infamously being targeted by vandals at one occasion, which is why she has decided to not disclose her new business address

Moving on: Jacenko’s years at the Paddington HQ (front desk pictured) weren’t without their troubles, with the premises infamously being targeted by vandals at one occasion, which is why she has decided to not disclose her new business address

Chic: 'It's no longer just about whose boardroom has the better custom carpet and whose offices look better,' Jacenko said. (Pictured: the boardroom of the old Paddington HQ)

Chic: ‘It’s no longer just about whose boardroom has the better custom carpet and whose offices look better,’ Jacenko said. (Pictured: the boardroom of the old Paddington HQ) 

Reflecting on the move and her career so far, Jacenko said the key to her success had been constantly ‘reinventing’ herself and her businesses over the years.

‘I have reinvented myself many times in my 41 years – never waiting for someone to come and say, “You need to make a move as business is changing,” [and instead] taking the risk and doing so before it’s too late or others do it,’ she explained.

She said her success meant hard work, sleepless nights and plenty of sacrifice. 

Not for the faint-hearted: Jacenko's success has meant hard work, sleepless nights and plenty of sacrifice

Not for the faint-hearted: Jacenko’s success has meant hard work, sleepless nights and plenty of sacrifice

Sacrifice: 'So many people say, "You're lucky," but I have had sleepless nights for 18 years. Life has not been easy,' she said. Pictured: Roxy's candle designs from XRJCelebrations

Sacrifice: ‘So many people say, “You’re lucky,” but I have had sleepless nights for 18 years. Life has not been easy,’ she said. Pictured: Roxy’s candle designs from XRJCelebrations

‘So many people say, “You’re lucky,” but I have had sleepless nights for 18 years. Life has not been easy,’ she began.

‘Running a business, let alone six, is so challenging. Throw a cancer diagnosis in, a young family and a pandemic there is nothing lucky about it.’

Jacenko said that if she had to start her professional life all over again, she would have instead chosen a life as an employee instead of a business owner.

Challenges: 'Running a business, let alone six, is so challenging. Throw a cancer diagnosis in, a young family and a pandemic there is nothing lucky about it,' said Jacenko (pictured with her children, Pixie and Hunter, and husband Oliver Curtis)

Challenges: ‘Running a business, let alone six, is so challenging. Throw a cancer diagnosis in, a young family and a pandemic there is nothing lucky about it,’ said Jacenko (pictured with her children, Pixie and Hunter, and husband Oliver Curtis) 

‘When I hear someone say, “I want to work for myself,” I honestly laugh,’ she said.

She also had some advice for budding entrepreneurs: ‘I say, be the best and most irreplaceable employee for someone else and go home and sleep at night!’

‘Would I do it again? Nope. But I am on the train now and I wont stop until I conquer.’

'Be the best employee for someone else': Jacenko said that if she had to start her professional life all over again, she would have chosen a life as an employee instead of a business owner

‘Be the best employee for someone else’: Jacenko said that if she had to start her professional life all over again, she would have chosen a life as an employee instead of a business owner

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