• Melbourne concept store
    Melbourne concept store

European fashion house Kapten & Son has announced the launch of its first global concept store, set to be located in Melbourne.

The brand, which is known for its digital focused business strategy, now also intends to give its customer base an complete physical retail experience.

Consumers will be able to book personalised appointments, with the in-store service allowing them to build their own watches.

Kapten & Son Australia MD Christopher Telley said the move into bricks-and-mortar was part of a larger plan for innovation for the brand within the market.

“Since the launch into the Australian market, we have had the goal to be active in bricks and mortar, it just came sooner than anticipated.

“All offices in the USA, EU and AUS have trialed pop up stores with promising results, so the decision in the end was an easy one.

“Our biggest point of difference from traditional retailers is that we will give our customers completely one-on-one and unique experience.”

The store, set to launch June 22, will be located at 11 King Street, Prahran.

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