Heather Malone bought the business on 17th of July 1999 and operated from underneath her house in Karama. In December 2001 the business had outgrown the house so new premises was purchased and the business was moved to the present location in Winnellie. September 2006 marked further expansion into the shop next door as well. Penny's is still in the same location, however bigger and better than ever; with over 10,000 costumes.

“Most costume shops in Australia have standard costumes. We go further – nothing is too hard to provide for our customers”
- Heather Malone