BRISBANE: A desire to create an all-encompassing brand experience for customers of eeni meeni miini moh and e3-M has motivated construction of the labels' first store.
The owners of the two childrenswear brands, Elizabeth O'Connor-Cowley and Philip Cowley, are in the midst of building a premium concept store in Brisbane's Bowen Hills.
The 83sqm site is due to open in August with a showcase of each brand's spring/summer 2010/11 collection.
Together eeni meeni miini moh and e3-M already have over 200 stockists and an online store, but O'Connor-Cowley said she desired an additional space that would showcase both brands in their entirety.
“A concept store will allow us the opportunity to exhibit our products in our own distinctive design language and create a space where we can express our individuality and culture,” O'Connor-Cowley said.
“Now eeni meeni miini moh and e3-M will function like brands such as Diesel, G-Star, Scotch and Soda and IKKS who all have concept stores which provide their customers with the ultimate brand experience.”
In addition to apparel for newborns to 12-year-olds the store will stock the eeni meeni miini moh collection of toys and bedlinen. The Cowleys revealed they are also currently considering adding more products to their portfolio.
Eeni meeni miini moh was established in 2002 and provides apparel for newborns to five-year-olds with retail price points spanning $17 to $99. e3-M is an extension of the eeni meeni miini moh brand and incorporates streetwear-style garments for two to 12-year-olds with price points ranging from $56 to $159.
Both labels are manufactured in China.