A vision for change

At its core, FISH Outback Stores is a social enterprise dedicated to re-shaping the local economy. The retail and service industry is one of the largest employers in remote regions of Western Australia, yet Aboriginal people — despite being the majority population in many communities — remain among the least employed in that sector.
By creating a store that prioritises local training and employment, FISH is turning that statistic into action. Staff are offered opportunities to step into meaningful roles, gain skills and contribute both to their own future and the community’s.

Products with purpose

Walking through FISH Outback Stores, you’ll find everything from outdoor clothing, hats and footwear, to cattle-station supplies and camping gear; from electronics and phones to toys, books and everyday home goods.
But the real difference lies in what your purchase means. When you buy from FISH, you’re not just shopping — you’re supporting Indigenous artists, authors and local micro-businesses. The income generated flows back into culturally-grounded programs and community initiatives.

A strong community footprint

Located at 1 Emanuel Way, Fitzroy Crossing (Western Australia 6765), with additional sites in Derby and South Hedland, the store serves as a local anchor in the valley region.
This geographic footprint matters because it positions the enterprise where it can have the most impact: remote communities that often face barriers to full retail & employment access. By anchoring there, FISH is present in the places where the change is needed.

Why it matters

Social enterprise is more than a business model — it’s a way of embedding value into commerce. As noted by the parent body, Foundation for Indigenous Sustainable Health (FISH), one of the key aims of their social enterprise activity is Indigenous Employment — providing jobs and training for Aboriginal and Torres Strait Islander people.
Additionally, they aim at Supporting Indigenous Businesses — giving Aboriginal and Torres Strait Islander-owned artists, authors and micro-enterprises a commercial platform, ensuring authenticity in the products provided, and enabling economic independence.
Finally, by reinvesting profits into community-driven initiatives, the business supports long-term sustainable outcomes in health, education, employment and culture.

The story behind it

FISH Outback Stores marks Stage 1 of a broader vision across the valley.
The choice to open a social enterprise retail store in Fitzroy Crossing reflects a commitment to local empowerment, cultural connection and economic development. Each staff member, each product, each purchase becomes part of a bigger picture: one where commerce serves community, rather than community serving commerce.

Shopping that makes a difference

When you walk in (or shop online) you are part of a movement. Whether it’s picking up a western-wear brand, a piece of camping gear, a toy for your child or books that reflect First Nations stories — each item supports a story, a person, a community. The store emphasises that your purchase “is going directly back to artists, authors, and local businesses and making a difference to Indigenous Communities throughout Australia.”
That kind of transparency builds a connection between buyer and community — a connection rooted in purpose, not just product.

Why you’ll care

• If you care about ethical shopping and authentic products, FISH Outback Stores offers more than just merchandise — it offers impact.
  
  
• If you believe in supporting Indigenous employment and businesses, your purchase goes further than you might think.
  
  
• If you’re exploring the Kimberley, working in remote Australia or simply looking for outdoor gear with meaning — you’ll find value in both the items and the ethos.
  
  
• If you’re a local looking for employment or training opportunities, the store offers a real alternative — one grounded in community rather than extraction.
  
  

Looking ahead

As FISH grows this model of social enterprise in remote Australia, we can expect more than just stores. What begins with retail evolves into training hubs, community-employment pipelines, and a cultural economy that foregrounds First Nations leadership. The ripple effects include stronger communities, richer cultural expression and sustainable futures.

Final thought

In a world where retail often feels detached from meaning, FISH Outback Stores stands out. It’s business built on purpose. It’s commerce with community embedded. It’s a store — and also so much more. Whether you’re browsing for boots, books or outdoor gear, know that you’re taking part in something bigger: a mission to ensure that Indigenous communities don’t just survive, but thrive.