MELBOURNE: Chelsea is set to drive its presence in Sydney, Perth and Adelaide following 35 years as a predominantly Melbourne-based operation.
The womenswear brand has opened its fourth Sydney store with a revamped interior design concept at Westfield Sydney. It operates 11 stores in Melbourne, with its Doncaster and Chadstone locations also recently refurbished.
Chelsea marketing manager Alana Trepper said the brand is aiming to venture into Sydney's main shopping hubs, with Westfield Bondi Junction and Parramatta the next likely locations. Chelsea also has Sydney stores in Chatswood Chase, Castle Towers and Miranda.
"The new stores have imported chandeliers, a black and white theme and huge feature images," she said. "The Sydney store has a light feature with large shop frontages to display our looks and styles."
Trepper said the company is currently looking for agents to sell its collections in Perth and Adelaide. It is also considering retail opportunities.
"We have many customers who request this from us," she said.
In recent seasons the brand has boosted its offer of eveningwear and is currently developing a greater array of accessories.
"With accessories we are planning to bring out leather bags, silk scarves, belts, necklaces and bracelets," she said.
Pitched at women aged 30 plus, the summer 2010 range features European-inspired cuts, crushed layered looks and bejewelled evening gowns. Prices range from $300 for an evening dress, $230 for jackets, $250 for suit jackets and knits from $90. Sizes range from eight to 16.
The business has launched a refreshed website and is investigating e-commerce options for the near future. Trepper said it is also growing its customer database to build brand loyalty.
"We have just created our own Chelsea VIP program,” she said. “Customers are entitled to an ongoing discount once they qualify as a VIP member.”
Melinda Oliver