SYDNEY: Leona Edmiston is adding two new Myer concessions to her network, following the launch of her first Shanghai boutique in December.
The womenswear designer will open concessions in Myer Bondi Junction, Sydney and Myer Chadstone, Melbourne, in the coming months. The brand will then have seven concessions within Myer department stores nationally.
Edmiston, known for her dress designs, launched an international boutique in the Times Square Complex, Shanghai in December 2010.
“We sell the same collection [in Shanghai] as we sell in London,” she said. “I adapt my designs from our current collections to suit the climate.”
The designer also operates international stores in London and Los Angeles, as well as 18 stores across Australia. During the recent Queensland floods, Edmiston was forced to close her Queensland boutiques for a few days, but said she was unaffected by water damage.
Edmiston launched a tween offer called Miss Leona into Myer stores for spring/summer 2010/11. The collection was an extension of the Little Leona arm, with sizes ranging from eight to 16.