Melbourne based lifestyle accessories brand The 5th has announced its first ever physical retail location in Melbourne’s QV Shopping Centre.
Keeping with the theme of five, the store will only remain open for five hours on June 24 from midday.
Founder Alex McBride said the reason behind the short trading hours was to keep the brand aligned with its established 'exclusive' image.
“In true 5TH nature we had to run it for five hours only.
“We’ve always been focused on exclusivity by time and not by price, so its fun to be able to bring that to our first pop-up store”.
The announcement follows on from the brand's continued growth in 2017, which saw its second limited edition watch selling out in 40 minutes earlier this month, as well as achieving over $1 million worth of sales in a single day in May.