Sportsgirl flexes its new retail muscle

Melbourne-based High Street chain Sportsgirl is set to shake up the domestic retail market. After intensive collaboration with UK-based architectural firm HMKM and creative marketing specialists Yellow Door, the youthwear chain is now preparing to launch its first "super-flagship" site in Bourke Street, Melbourne.

The experimental 498sqm store, which will adopt a similar retail and promotional model to leading UK High Street giants such as Topshop and H&M, is expected serve as a blueprint for future concept stores throughout Australia.

Sportsgirl PR & events manager Jade Roberts said the new model would "turn Australian retailing on its head".
"We're looking at this very, very differently from our existing stores," she confirmed. "It's very much in its initial stages [but] we plan to secure bigger spaces for our 'super flagships' moving forward."

The Bourke Street flagship store will feature a total of eight sections dedicated to footwear, makeup, ready-to-wear apparel, capsule collections, jewellery, personalised change rooms, styling and a space showcasing the work of emerging artists. Installations, LED screens and regular in-store events will also be included as part of the new offering.
Roberts said the site's strongest point of difference would be the introduction of a personalised shopping service through the 'Fashion Surgery' section. The service, to be unveiled alongside the store launch on August 30, will enlist both young and established stylists toconsult with Sportsgirl consumers. The 'Off The Rails' department will also drive the "new" factor with product drops expected to take place three times a week. 

"We want to really transform the shopping experience so that every time a customer enters the store, it's an ever-changing and exciting environment," Roberts said. "We want it to be a real creative hub for DJ's, makeup artists, stylists, models and fashion designers."

Although Roberts said it was too early to comment on future potential sites and projected sales figures, she confirmed future super stores were in the pipeline.

The announcement follows a major design coup for the company, which secured the production and distribution rights for 18th Amendment's diffusion line. The cult denimwear label, which has a loyal following throughout Australia and the UK, has enlisted Sportsgirl as the official supplier of its The Beautiful and The Damned range.

A dedicated campaign (pictured) featuring past and present Sportsgirl models has been launched to celebrate the unveiling of the company's new flagship site.

By Assia Benmedjdoub