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Melbourne-based fashion label, OnceWas, has opened a 'StyleLab' boutique in the Melbourne suburb of Williamstown, in celebration of its AW19 collections.

The StyleLab in Williamstown is the second store for the brand, following its flagship Hampton boutique, and echoes the same simple design which allows the clothing to be the centrepiece.

Designer Belinda Glynn said that the business wanted to expand its customer base and reach a new demographic, so opened the Williamstown store.

"Leading on from the overwhelming success we’ve had at our Hampton boutique, we wanted to extend a VIP experience to our customers on the other side of the city.

"Although Williamstown has some beautiful homewares stores, there are not many clothing boutiques. We identified this gap and found that the demographic was perfectly suited to our brand.

"We wanted to offer the full range of our unique products and boutique experience to not only our loyal customers in the South-west but customers who are new to our label.

"Williamstown presents OnceWas with the opportunity to reach a new demographic, which is why the area is a perfect fit for the brand," she said.

The boutique opened in April.

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