Aje has opened its 20th boutique at Westfield Parramatta.
The new Parramatta location is the largest in the brand's footprint and follows the launch of stores in Westfield Bondi Junction and Commercial Bay in Auckland New Zealand.
Speaking on the launch, CEO and co-founder Adrian Norris said that the store complements the brand's wider retail network.
"We’re truly focused on satisfying customer demand with compelling products, in the most premium and coveted locations.
"The opening of Westfield Parramatta is a position we felt would complement the brand’s retail network, and as the largest Aje store yet, the space is all-embracing where customers can sit and dwell, immersing themselves in fashion and our Aje world," he said.
The store opened to customers housing the resort 21 collection 'Chroma', which made its debut in mid-October.
It also features the signature hand-painted water treatment of the floor, which was executed by Norris himself.
Aje creative director and co-founder Edwina Forest added that the store's opening feels hopeful.
"At Westfield Parramatta we have created a refined yet abundant space in the heart of the centre.
"The new location on level four launches with Resort 21 collection, ‘Chroma’ which is based on colour theory.
"Joyful, positive hues and tones uplifts the space, in effortless and statement styles that Aje woman cherishes.
"To us, this opening feels hopeful, symbolically juxtaposed by a time of great transition and flux," she said.
