Footwear and accessories label PeepToe will open its first flagship store in Melbourne this month, following strong market demand for the label.
The Melbourne boutique, located on Little Collins Street in the CBD, will officially launch on July 25, bringing the brand’s Australian store total to eight.
The store will stock the latest ranges and mimic the standard PeepToe store concept, according to PeepToe CEO Sue Ellen Dixon, but the brand has also recruited acclaimed Melbourne interior designer Davis Hicks to boost the store’s competitiveness in its new market.
“Melbourne is one of the fashion capitals in Australia and PeepToe commands a strong following in Melbourne, so it was only right that we expand to deliver to our market found there. PeepToe has been looking to expand in Melbourne for some time now, but only after finding the correct location has this been possible,” she said.
“We will keep to the quintessential characteristics of creating the ultimate girls boudoir, but Hicks is the perfect candidate to design for Melbourne as he knows the city and knows how to use the PeepToe founding elements to attract that unique boutique feel where it becomes a stand-out on the shopping strip.”
PeepToe will promote its latest outlet via a social media campaign, using Twitter, Facebook and its blog and website, as well as comprehensive eDM, sending details of the new boutique to its 40,000-strong database.
Daniela Aroche