Seed Heritage is set to open its Chadstone flagship store tomorrow for the first time, as retailers across Melbourne reopen their doors.
The new 729sqm location has been almost a year in the making and is the largest store in Seed's portfolio.
The opening of the store coincides with Seed's 20th anniversary and sees the brand release a limited-edition commemorative capsule range to mark the milestone.
Speaking on the opening of the Chadstone flagship, Seed brand GM Denise Haughey said that the store reflects the brand's approach to retailing.
"Our approach has always been simple - we believe in great design, high-quality products and exceptional customer service, our Chadstone store is an expression of those brand values and a landmark launch in our brands 20 year history," she said.
The flagship will house the brand's full collection of women's, teen, kidswear and baby apparel and also offers customers new in-store experiences.
The store will feature exclusive elements such as a purpose-built acrylic cubby house that has been designed with interactivity in mind, featuring a games set up for children to engage and play.
The store will also house a personalisation station where shoppers will be able to add personal touches such as an initial, numbered key chains, exclusive badges and monogramming to a range of apparel and accessory styles.
The flagship will also feature a gift wrapping station where customers can again add personal touches to gifts including ribbons, gift tags and reusable tote bags.
Monthly children's activities will also be held at the store which will include Make A Wish fundraising DIY activations, book
reading, school holiday activities and personalisation activations, all exclusive to the Chadstone flagship store.
To celebrate the launch of the store, Seed has rolled out a pop-up activity space where kids can get involved in a number of games while adults can spin the wheel to win various prizes including vouchers and a spa package.
The first 200 shoppers on opening day will receive a limited Seed Heritage reusable goody bag including a $20 voucher to spend instore, a 20 Year commemorative Seed pouch, a branded face mask, hand cream, sanitiser, and sweet treats.
Complimentary doughnuts and coffee will be available to customers on opening day until sold out.