CREATIVE INDUSTRIES | TOURISM | CASE STUDY
Located at 89–91 High Street, Maryborough, The Central HIVE is a volunteer-run, not-for-profit retail and creative hub showcasing handmade products from makers across Central and North Central Victoria. Established in 2026 by Milly Bullock and her husband, the business was inspired by the success of The HIVE Rochester, which began as a pop-up store in 2024 and continues to thrive today.
The Central HIVE provides a permanent retail outlet for local artisans, makers and creative entrepreneurs to sell their products, including giftware, clothing, accessories, kitchenware, pantry staples and craft supplies. Every product stocked in store is locally handmade or homemade, creating a unique shopping experience that celebrates the creativity and craftsmanship of the region.
Beyond retail, The Central HIVE offers a range of workshops and creative experiences including crochet, knitting, sewing, embroidery, floral arranging and candle making. Regular community sessions such as Sit & Stitch and Yarn & Yarn provide opportunities for people to learn new skills, meet like-minded individuals and build social connections through creativity.
Maryborough’s central location and strong regional visitor market provide an ideal setting for a business that combines retail, experiences and community engagement. Since opening, The Central HIVE has welcomed visitors from across the region who travel specifically to shop locally made products or attend workshops, generating additional visitation and economic activity for the town.
The Central HIVE demonstrates the strength of the Loddon Mallee region’s creative industries sector and the opportunities that exist for community-led enterprises. By supporting local makers, fostering collaboration and creating authentic visitor experiences, the business is contributing to a vibrant local economy while showcasing the diverse talent found throughout Central Victoria.
Home to a thriving creative community
Central Victoria’s strong network of makers, artists and creators provides a solid foundation for businesses operating in the creative industries.
Growing the creative economy
By combining retail, workshops and community engagement, The Central HIVE demonstrates the strength of the region’s creative industries sector and its potential for future growth.
Attracting visitors to Central Goldfields
Customers are already travelling from across the region to shop locally made products and participate in creative workshops, generating additional visitation and economic activity.
Why Loddon Mallee?
A DIVERSE NETWORK OF TALENTED CREATIVES
For founder Milly Bullock, the Loddon Mallee region offers the ideal environment for a business centred on creativity and community.
The region is home to a diverse network of talented makers, artists and craftspeople whose work is valued by both residents and visitors. This strong creative culture provides a solid foundation for a business dedicated to celebrating local talent and helping small creative enterprises thrive.
“In the short time we have been open we are already welcoming customers from around the region who have specifically travelled to Maryborough to visit our store or attend workshops, bolstering tourism to the town and benefit to the local economy.”
– Milly Bullock, Owner
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