Jewellery retailer Michael Hill has unveiled colossal growth plans for its brand Emma & Roe.
Following a trial process since its 2014 launch, Emma & Roe has slated 12 new store openings across New South Wales and Queensland by the end of 2017.
The company's longterm expansion plans will aim to execute 300 store openings across Australia, New Zealand and Canada.
It currently operates 15 stores as well as an ecommerce business.
The rollout follows same store revenue growth of 35% over 11 months to May this year.
In addition the Michael Hill offshoot also recorded a total sales growth during the same period of 87%.
The company's executives now believe Emma & Roe will overtake Michael Hill stores in terms of EBIT margins once it gains momentum in critical markets.
Michael Hill CEO Mike Parsell said that Emma & Roe has emerged as a key focus in the company's growth.
“Emma & Roe will deliver strong, profitable growth from consumer segments that complement our existing Michael Hill brand.
“In keeping with MHI’s focus on consistent profitable growth we trialled the brand for 2 years to assess its potential and fit within the Group.
“The Board is confident that Emma & Roe will play an important and ongoing role in the company’s growth and profitability.”