ADELAIDE: Morrison has opened its first store in Adelaide as part of its drive into new markets across the country.
Located in Rundle Street in the city, the store has a street frontage and is around 300 square metres in floorspace.
It is the seventh store for the Perth-based womenswear brand, which recently announced plans to unveil three new stores nationally before the end of the year, focusing on the East coast.
Co-owner Richard Poulson said demand for the brand in Adelaide had proven strong in recent times.
"This location is the ideal spot, we could not have wished for a better spot or a more supportive opening," he said.
The interiors of the store were designed by Poulson and co-owner Kylie Radford in conjunction with Adelaide-based shop fitters, Reality Builders.
Poulson said the store is a clean lined and neutral space to display the brand's collection. The flooring is European oak imported from Italy, while the lighting is designed by a French designer called Celine Deucet. The walls feature European polished plaster and the change room curtains are made with Belgium linen.
A VIP party will be held to celebrate the launch of the store next week.
Morrison recently launched its first stand alone resort offer, for summer 2010/11. The all-white collection will feature summer dresses, tops and bottoms in embellished cottons.
Radford revealed that the mainline spring/summer 2010/11 collection will see the return of prints - which have not featured since the brand's early days. Radford said the explosion in digital printing's popularity had encouraged her to experiment with the technology.
The key digital print for summer is a large floral pattern in midnight blue, cream and deep red and is showcased in the 'Mariella' dress and top.
Morrison was founded in Fremantle in 2002 by Radford and Poulson. The business now employs over 75 staff.