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Cotton On Group has opened its first CBD flagship store in Melbourne’s Bourke Street Mall.

The new store is the first of its kind in Australia, and will house a number of the Group’s lifestyle brands including Cotton On, Rubi and Cotton On BODY

The 1,154 square metre multi-brand will aim to deliver a one-of-a-kind experience for customers.

Cotton On will partner with local street artists to create Melbourne-centric installations and art works to enhance the historical architecture of the building.

Other key features of the store will include free WiFi along with phone charging stations that allow customers to charge up while they shop.

The first floor will feature a Bourke Street Studio Space, which will be a versatile area in the store used to showcase new product categories as well as having the potential to become an event or collaboration space.

Cotton On Group design executive Robert Long said that this will be the first store globally that showcases the Group’s new look.

"We’re continually looking at new and innovative ways to deliver spaces and experiences that not only reflect the essence of our brands, but also meet the evolving demands of our customers around the world."

"Our footprint of 1,400 stores will continue to be made up of the multi-store format as well as our single format stores,” he said.

Cotton On GM Felicity McGahan said this is a big move for the brand.

“The Bourke Street flagship comes as a direct result of customer feedback.

"Our 20,000 retail team members feed insights back from our customers daily that filter down to the decisions we make – whether it’s about our product range, our fitouts, our stores or our online shopping experience.

"We are committed to responding quickly to provide a leading experience.”

With a store count of over 1,400 and a store footprint in 18 countries, Cotton On Group is opening an average of 200 stores globally each year.

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