MELBOURNE: Victorian womenswear chain Fella Hamilton has moved north of the border.
The group, which this year celebrates its 40th year of operation, plans to open the doors to its first Sydney store next Wednesday (June 10).
However the label, which specialises in designing for the 50-plus woman, is no stranger to New South Wales with buyers boasting around 4000 wholesale customers in the state already.
Director David Hamilton said the decision by the brand, which offers styles in sizes eight to 20, to open a store outside of Victoria had been well received by its existing customer base.
"There is a wider network outside Melbourne for our fashion and clothing and we want to provide Sydney women with our retail experience," he said.
The label currently boasts 12 retail stores across Victoria as well as an online boutique.
The Sydney store will open in the Waverley Street Mall at Sydney's Bondi Junction.