Land Out West: Broken Hill’s Growing Outback Outfitter
You know your little outback clothing brand has taken off when you’re halfway around the world and spot someone wearing one of your hats.
For the husband-and-wife team behind Broken Hill’s Land Out West, that moment came recently on the streets of Nashville.
Colette and Eammon Bessell had travelled to the United States to see country music legend Alan Jackson in concert when, among the crowd, they spotted something very familiar.
A Land Out West hat.
“We couldn’t believe it,” Colette said.
It was a long way from the spare room of their Broken Hill home, where the popular outback apparel was born.
In the far west of New South Wales, the distinctive hats and footy shorts have become pretty hard to miss.
“The popularity and demand for our gear continues to completely blow my mind.
“A simple trip just to our local supermarket, walking past every second person wearing something from our store is a really great feeling.”
Today, Land Out West has a bricks-and-mortar store in Broken Hill’s Westside Plaza, a rapidly growing online following, its own extensive range of clothing and accessories, shelves filled with some of Australia’s biggest western brands and plans to take the business on the road in 2027.
Born in the Far West
The idea for Land Out West came, in part, thanks to Colette and Eammon’s teenage niece — and her surprising obsession with collecting trucker hats.
But where most people might have simply noticed the growing collection, Colette saw an opportunity.
“I thought, well, let’s design five or so hats and see how they go,” she said.
From the beginning, she wanted to create something that people in the outback community could relate to.
“Our region is surrounded by working stations and farms and we wanted to design a product that was on trend with their way of life out here in regional NSW,” she said.
And while the name was inspired by the Far West of NSW, its meaning was never limited to Broken Hill.
“I think everyone can relate to a place special to them somewhere in the Land Out West — wherever their Land Out West may be.”
That sense of connection has become a big part of the brand.
Outback landscapes from Silverton, Tibooburra, Packsaddle, Milparinka, White Cliffs, Menindee and Wilcannia have appeared across their designs, along with photographs sent in by customers capturing their own patch of the bush.
The five hats quickly became more hats, followed by the footy shorts that have become another recognisable part of the brand, along with tees, jumpers, stubby holders and other merchandise.
Giving people what they want
As Land Out West grew, so did the range.
Alongside its own designs, the Westside Plaza store now stocks a huge selection of western and country brands, including CINCH, Hitchley & Harrow, PBR, Hooey, Grace in LA, Mustang, CAT, Hide to Tide, Hard Yakka and Country Trucker Caps.
For Colette, one of the biggest lessons in business has been a fairly simple one — listen to what people want.
“If you provide or produce a product that people want, then they will keep coming back,” she said.
That means offering plenty of choice, but also making sure the range caters for plenty of people, with sizing from a kids’ two right through to an adult 7XL.
The Land Out West designs are still created in-house, but these days Colette has another creative mind to bounce ideas off.
Store manager Tiegan is also having input into the range, bringing what Collette describes as a keen eye for design — and a handy understanding of what’s trending with a younger crowd.
And while the online side of Land Out West has helped send their gear well beyond Broken Hill — Nashville included — Colette still sees plenty of value in having a physical store in the town.
“Shopping online is great but when it comes to especially things like jeans, it’s always nice to be able to walk in a store and try them on to make sure you are getting the perfect fit.”
For the Bessells, it’s also about providing something locally and supporting the community that has supported them.
“Customer service is a huge thing out here, especially in a small outback town,” Colette said.
“We always make sure to go the extra mile to thank our customers for their support and when we can give back we do.”
Land Out West hits the road
In 2027, they’re taking that approach beyond Broken Hill.
Colette and Eammon have recently purchased an enclosed trailer that will become a mobile Land Out West store, allowing them to pack up considerably more of their gear and hit the road.
The plan is to take Land Out West to rodeos, gymkhanas, field days, markets, town shows and other events — something customers have been asking for.
“We get hundreds of people messaging us all the time asking if we can come along and bring our merch and gear to their events,” Colette said.
The mobile store will also give the couple a chance to meet some of the customers — and perhaps find some inspiration for the next Land Out West design along the way.
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