BRISBANE: Fashion e-tailer Beginning Boutique is set to build its reach by dabbling in bricks-and-mortar retailing.
The online operation is opening its first physical store on June 28 in Brisbane's Southbank precinct. The pop-up venture will be open for two weeks.
Beginning Boutique owner Sarah Timmerman said the store opening was part of a marketing strategy to continue to drive traffic online.
“You can't rest back and think that people will find you online. You have to do as much as you can to promote the website,” Timmerman said.
The 100sqm store will house all of Beginning Boutique's regular labels including Wayne Cooper, Bracewell, Shona Joy and Hussy. Timmerman will also offer “specialty priced items” to pop-up shoppers including discounted One Teaspoon and Bec & Bridge.
Beginning Boutique has been operating online since October 2008 and sells high-profile Australian labels plus creations from emerging Brisbane designers.