Tiger Mist gets bricked

Australian youthwear label Tiger Mist will open the doors to its first retail store at Eastland Shopping Centre, slating further expansion in the near future.

This is the latest online pureplay to venture into the bricks-and-mortar market.

It follows the brand's inception into Myer through a range of concept spaces targeted at young women aged between 16-28.

As such the Eastland store will feature a range of interactive technologies including iPads to shop online as well as browse its social media channels across Instagram, Facebook and Snapchat.

Tiger Mist founder and COO Stevie Pallister said that social media has been a critical factor in building the success of the brand.

"We are really excited about the future direction of our business and expanding both domestically and internationally.

“We have a loyal customer base in Australia as well as overseas, particularly in the US and have managed to build a strong following across all social media channels and we feel this is attributed to the close personal connection our customers have with us and that we have with them.

“We invest a huge amount of time and effort into our social media channels, particularly Instagram and Snapchat, because we want our TM girl to know everything that's going on with us at any time."

Pallister also said that despite a strong online business, physical retail is the next step in breaking into the omnichannel space.

“We wanted to create an online experience in a physical space, and we feel like our brand is perfect for a concept like this.

“Giving some of our local customers the ability to touch and feel our product in-store will add a physical element to their regular online shopping experience with us.”

Tiger Mist will officially open its debut Eastland store in May.