This is Topshop for a neglected market

Specialty Fashion Group (SFG) has launched a world first - a retail haven catering to mature and plus-size customers.

The first One Woman store has debuted at Stockland Wetherill Park, spanning 750 square metres.

It stocks all SFG brands including Katies, Millers, Rivers, City Chic, Autograph and Crossroads in addition to giftware and beauty items.

SFG CEO Gary Perlstein said the fashion offer will fit the customer - rather than the other way around.

“One Woman is a store concept that targets the brands’ existing and potential customers - the broad segment of the female population who often feels neglected.

“Through physical design and a combination of new in-store initiatives, One Woman customers will experience a transformation to make them feel and look good.”

“It was our ambition to create a unique shopping experience for customers – one that injects the emotion, passion and excitement of leaving a store knowing they have been transformed.

"One Woman is for women who value fit and are seeking thoughtful guidance to transform fashion ideas into a style that is theirs."

The debut store opened with 30,000 units of stock across 15 product categories, with sizes ranging from 8 to 26.

The space features a flock of 5,000 origami birds, which lead customers through the store, in addition to mannequins sized 10 - 18.

Large scale water images commissioned for the store also decorate the space, with a large central table anchoring the site.

Fitting rooms are large and feature hard doors, bum mirrors, call buttons and a lounge zone.

The store will offer free five minute style consultations upon request, with regular Thursday night events also featuring styling presentations.

As part of the launch, SFG has debuted its new charity 1 Woman Foundation.

Since December 2015, 1 Woman Foundation has donated 15,000 new clothing items to women in need.

These garments have been circulated via twenty charities including Vinnies – the Loft at Matthew Talbot, Lou’s Place and Dress for Success.

Perlstein said the ultimate goal is to give away 1 million garments.

“Our driving purpose for the foundation is that we believe that every woman should have the opportunity to live with dignity.”

“We are not the professionals who work with women in need. However, we hope our gift of new clothing will give her the power to look at herself with dignity.”