Jun 5, 2026 – 5.00amAs a 12-year-old in suburban Melbourne, Elle Roseby was captivated by a Jag outfit she saw in an Essendon storefront. At the time, the iconic women’s label was in its prime, reigning over the 1970s Australian fashion landscape.Roseby, now chief executive of homewares retailer Adairs, promptly went home and announced to her mother, “I don’t want Target any more. I want Jag.” Target was the mid-market retailer with a reputation among parents for selling children’s clothing at sensible prices. Jag was not.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Sally PattenBOSS editorSally Patten edits BOSS, and writes about workplace issues. She was the financial services editor and personal finance editor of the AFR, The Age and the Sydney Morning Herald. She edited business news for The Times of London.Carrie LaFrenzSenior reporterCarrie LaFrenz is a senior journalist covering retail/consumer goods. She previously covered healthcare/biotech. Carrie has won multiple awards for her journalism including financial journalist of the year from The National Press Club.Fetching latest articles