SYDNEY: A new "mini department store" is set to up the ante among Sydney's high-end menswear retailers.
The new strategy adopted by men's suiting specialist Claude Sebastian has seen the retailer radically alter its instore experience to echo that of renown luxury stores such as Harrods and Liberty of London.
The new store's high ceilings, floating glass ball chandelier and limestone floors are counterpointed by idiosyncratic elements including a seven-metre vertical garden and moose head light. Other features include in-house tailors working in a glass room in the heart of the store and a club area serving complimentary beverages.
The opening of the double story emporium also marks another first; the acquisition of exclusive rights to Italian luxury label Valentino Uomo.
Claude Sebastian director Eric Fink confirmed the move marked a star return to Australia for Valentino Uomo. Claude Sebastian had been among a number of stores stocking it in the '90s, until Valentino withdrew from Australia around eight years ago as part of a brand revamp. Scoring the exclusive Australian rights was a coup, Fink said.
"It took a lot of negotiating, but the [Valentino] CEO in Hong Kong knows the Australian market pretty well and was also aware of Claude Sebastian so that helped smooth the way."
With an initial drop comprising suits priced up to $3500, as well as shirts, ties, shoes and belts, the next delivery at the end of May would see a bigger range hitting the store, including casualwear, eveningwear, overcoats, trench coats, leather jackets and knitwear.
Joining local and international brands - including Hugo Boss, Ted Baker, Kenzo, Polo Ralph Lauren, Gant, Barclays and Brett Lee By Barclays - the Valentino Uomo deal, along with Claude Sebastian's new site and fit out, would enhance the retailer's standing as a brand of choice - especially given the current economic climate, he said.
"Sites like this one don't come along very often, and we're really pleased to be able to showcase our offer there. We're finding shoppers are buying fewer items but they're being much more cautious about what they buy. They're more likely to buy one better quality more expensive item than a lot of items at a lower price."
With the new store's central location attracting scores of new shoppers, Fink said Claude Sebastian's plan over the next three to five years was to roll out its retail concept nationally.