A personal letter from Daylan James, Owner of Yeltuor and ENNI

Our name is changing. The team, the brands and the service are not.

Dear customers,

I'm writing to share something I want you to hear directly from me.

Over the coming months, our Yeltuor stores will begin trading under the name shared by our sister stores: ENNI.

Our business has not been sold. The name is what's changing — nothing else. The same team will greet you, the same brands will fill the racks, and the same personal service, styling advice and warm welcome will be waiting when you walk through the door.

For over 50 years, Yeltuor has played a significant role in Tasmanian life, and I know what the name means to so many of our customers. The affection people hold for it is something we've never taken for granted. Letting it go was not a decision I came to quickly. I want to be honest with you about how we arrived at it: we asked our customers, and ENNI was the name they preferred; it is the name our website performs best under; and it is a name with its own long history, turning 50 itself next year. Choosing between two names of that age was never going to be easy, and it is not a judgement on the one we are setting aside — but I do believe it is the right decision for our customers and our stores.

Operating under a single name lets us invest properly in the things you've asked us for: a better website, clearer sizing and fit information, an improved delivery experience, and a more consistent experience whether you shop with us in store or online.

You'll start to see the ENNI name across our stores, emails and website. Our emails will begin arriving from shop@enni.com.au — please add that address to your contacts or safe sender list so our updates don't end up in your junk folder. Our online home will move to www.enni.com.au, which will soon have a refreshed look. We'll keep you posted at every step.

Your loyalty membership and any rewards you've earned continue exactly as they are. There is nothing you need to do.

There's more to come, and I'd love you to be part of it. I'll be sharing details of in-store events, our new logo and further news as things unfold — and I'll be in store during our October events, where I'd be glad to answer any questions in person.

Thank you for the loyalty, trust and support you have shown Yeltuor over the years. We are genuinely grateful for the place we hold in the Tasmanian community, and I hope what comes next will justify the faith you've put in us.

With warm regards,

Daylan James
Owner, Yeltuor and ENNI