BRISBANE: Childrenswear label eeni meeni miini moh is planning to roll out stores nationally if its first Brisbane venture proves successful.
Executive assistant Tracey Choyce said the business may also consider launching international stores down the track, however its key focus is its domestic wholesale stockists.
The nine year old company will open a boutique in October, to stock its full range for girls and boys as well as lifestyle products such as bedlinen and toys. It will feature the company's two brands – eeni meeni miini moh for newborns to five year olds and e3-M, which caters for children up to 12 years old.
Located in Bowen Hills, Brisbane, the concept space will also be home to the company's head office and warehouse operations.
Co-owner Elizabeth O'Connor-Cowley said the store space will "stimulate various senses of both child and adult". She said it will allow the brand to be presented as a complete lifestyle concept.
It has just released its eeni meeni miini moh spring/summer 'enfant' collection for newborns to 24 months. It features floral prints for girls and a sausage dog print for boys. Colours include marshmallow, cloud blue and a seaborn marle stripe.
The brand is stocked in around 200 boutiques across Australia and New Zealand and a small number of US stores. It also operates an e-commerce division.