GOLD COAST: The owners behind mixed label boutique Adrenalin are shifting gears to introduce a high end designer division to their business.
Called The A Room by Adrenalin, the new venture will be located next door to Adrenalin in Australia Fair Shopping Centre on the Gold Coast.
It will replace Adrenalin's current sister store, Capture and Triumph, which is a trend oriented business, with young fashion brands such as Tiger Lily, Bec & Bridge and One Teaspoon offered.
Co-owner Dean McCauley said due to the huge amount of competition in this young label market, he decided to change to a more exclusive offering. He said many of Adrenalin's customers had been loyal to the store for its thirteen years of business, however some were now in the market for more exclusive, sophisticated options.
McCauley said the prestige area was pitched at "chic women" looking for unique pieces with a more premium edge. It will offer a selection of premium pieces from Australian labels including Willow, Sass and Bide, Camilla and Marc, Kirrily Johnston, Ginger & Smart, Jac and Jack, Thurley, Anu, Rachel Gilbert and Natasha. It will also feature a small array of international labels such as Why Red from Sweden.
A walkway will be constructed between Adrenalin and the new area before the relaunch on July 21.
Adrenalin was launched 13-years-ago by Dean and Kat McCauley and caters to both men and women with an urban offer of independent and major brands. Ksubi, Zimmermann, Chronicles of Never are among the labels in store.