What do designers need to consider before launching a flagship store?
Nic Briand and Susien Chong
Lover co-founders
Lover, The Strand Arcade, Sydney
We have been discussing our flagship store ever since we started the company 10 years ago, but in the last 12 months we started to seriously look for the right space. As with everything at Lover we only do something when we are able to do it to the best of the companies ability. While we were searching for a space we had to evaluate the impact on our business, our finances and our team. It doesn’t feel so much like an extension of our business, but a new business placed on top. Our internal communication channels, policies, stock control all had to be solid and in place before the doors opened. Times have changed dramatically in terms of what customers want from their retail experience. They have high expectations across the board from small boutique to luxury store. Our customer service and product knowledge had to be strong and the store design needed to reflect the brand’s ethos, and stand out. Opening a bricks-and-mortar store at this time can be a risky prospect for anyone, so we wanted to do it properly and make it a worthwhile investment for our business.
Virginie Maikim and Lynn Truong
Shallow owners
Shallow, Roscoe St, Bondi
After our label Virginie Lynn launched two years ago, we finally decided to open our own store, Shallow, this year. Location is definitely one of the things all designers need to consider before opening a flagship store. Bondi Beach is growing to be Sydney’s upcoming fashion precinct with boutiques and trendy cafes and restaurants taking over the streets. It is also a lovely area to work in, of course! Most people immediately jump at the name of our multi-brand store. It represents our approach to fashion. We are very “shallow” when it comes to our stock. We value diversity and good quality pieces as well as originality. This aligns very well with our unique international mix of brands including Zadig et Voltaire, Sonia by Sonia Rykiel, Faith Connexion, all from Paris, See by Chloe, Eddie Borgo, Illesteva from NYC, and our favourite Australian labels, Camilla and Marc and Ginger & Smart, to name a few. The décor has been hand picked by the designers to create a unique store. It almost feels like you are walking into a Parisian home with vintage furniture and a cosy backroom to try things on away from the shopfront.
Carys Elliot
Marc Cain national marketing manager
Marc Cain, Bay Street, Double Bay
The strong demand and sales of both Marc Cain Collections and Marc Cain Sports across Australia demonstrated that the time was right to launch the Marc Cain flagship store in Double Bay. The brand has experienced strong growth despite a difficult market for retail in general. We have well established, high-end retail partners who offer the product to consumers Australia-wide in their multi-brand boutiques. The Sydney flagship store will enhance the image and awareness of the brand for our existing retail partners, and we look forward to growing the product in conjunction with our valued customer base in Australia and New Zealand. Australian consumers in this segment are sophisticated; they travel globally and demand top quality from their designer purchases. Not only will it offer a wide variety of Marc Cain styles and looks it will also be a good window for the product in general