Western Australian fashion brand Morrison is set to launch its eighth concept store in Sydney next month, where the label will also debut its winter 2011 collection.
The new boutique, located in the Westfield Sydney complex on George Street, will be open for business on March 22 and will showcase pieces from the winter 2011 'As It Is' range by Morrison designers Kylie Radford and Richard Poulson. The line will include leather outerwear in black and beige lamb-washed leather, minimal wool separates in charcoal melange and stone, and must-have basics and workwear in a softer colour palette of pearl and ivory.
Although Morrison currently has 150 stockists across Australia, this new outlet will be its flagship Sydney CBD store and according to Radford, is part of a short-term expansion strategy for the label.
“This Sydney CBD location for Morrison will provide accessibility and brand awareness for the label, which are two key factors. We hope this will then generate exposure to build the brand to new heights in Sydney,” she said.
“Our short-term goal is to have12 stand-alone stores covering most states. We have a CBD Melbourne store coming up in April/May and a Brisbane location in June, and this will take the number to 10 stores, which is enough for now.”
Radford plans to produce six or more collections in the coming year as ongoing in-store injections, and the label will also star in its first solo runway show at Rosemount Australian Fashion Week in May. The Westfield Sydney Morrison store will be located on level four alongside brands such as Sass & Bide, Ginger & Smart, Fleur Wood and Zimmerman.