SYDNEY: Designer concept space 100 Squared is expanding its reach, with two new locations confirmed and plans to tackle the Melbourne market next.
The 100 Squared concept, founded by entrepreneur Justin Levy, aims to create a shared space where fledging designers can sell their collections and build brand awareness.
The two new sites, located at Westfield Bondi Junction and Miranda, have launched in quick succession – Miranda yesterday, October 6 and Bondi set for October 13 – and Levy is now looking to take the 100 Squared concept south.
“Since launching in Westfield Sydney we have had some fantastic designers come through the 100 Squared space with some great success stories,” Levy said.
“We wanted to expand the 100 Squared brand to greater Sydney and help the existing brands increase their exposure within the market, while also creating space for new talent in each space.
“These three locations will help us grow the awareness of the 100 Squared brand and give us access to a great diversity of customers. Once these sites are up an running the plan is to look at other key fashion destinations such as Melbourne.”
No particular location in Melbourne has been confirmed yet, but Levy said he is also working on improving the 100 Squared website, which launched last October, with plans to add a transactional e-commerce platform.
“We are currently upgrading the website to allow us to better profile each designer. The next step is to add an e-commerce platform once we have created a strong brand awareness through our actual stores,” he said.
Levy also said marketing for 100 Squared will revolve heavily around social media, “as a promotional tool to help drive traffic to each site, along with media and in-centre marketing”. The company will also link with fashion magazine Grazia in November to source a leading emerging designer via a promotional competition.
100 Squared has signed over 15 designers spread across three locations, with a variety of product across several categories such as apparel, jewellery, shoes, sunglasses, handbags, and wallets. Brands range from Coco & Rogers with pieces priced over $300 to Showpony, which offers fast fashion around the $100 price point.
Daniela Aroche