MELBOURNE: Blue Illusion is driving a steadfast retail rollout strategy to reach 120 stores across Australia and New Zealand within eight years.
The 40-plus womenswear brand currently operates 65 stores across Australia and opens in new locations at a rate of around 10 stores per year. The stores feature a mix of contemporary apparel and French-inspired gifts and homewares.
Creative director Donna Guest said the company was identifying growth areas, with Tasmania, Queensland and New Zealand key targets. It has recently opened stores in Carlton in Melbourne, Pacific Fair in Queensland and the T2 terminal at Sydney airport.
“We now have three stores in Western Australia but we are not a significant retailer there as yet,” she said.
In late March the more than 20-year-old company also launched an e-commerce site in order to further its customer reach, with the same collections offered online as in-store.
Guest travels five times each year to gain design inspiration for the label. A Melbourne-based design team then tailors styles for the domestic market and production is done offshore. New collections are dropped into store every fortnight, with a mix of classic basics and fashion-oriented looks. Guest said comfortable fits and natural fibres were key.
For more information pick up a copy of Ragtrader's April 9 issue.