Billini has continued its national expansion, opening its first two Victorian stores within two weeks of each other, at Melbourne Central and Highpoint Shopping Centres. 

The new Victorian stores follow the opening of sites across NSW and Queensland and takes Billini's total store count to 18 across Australia. 

The bricks-and-mortar expansion strategy is one the business has been focused on this year, having opened four new stores in prime retail precincts in just two months. 


Speaking on its Victorian openings, Billini said the stores cater to the demand and shopping behaviours in the market. 

"With the consumer at the forefront of our retail division decisions we have seen a desire for affordable footwear and accessories in the national market for a while now and knew that to cater for the high demand the brand and product has in the state opening in prime locations was essential.

"Melbourne Central is the perfect site to reach the consumer who shops in the heart of Melbourne CBD along with the corporate crowd based in the city, we are excited to see the city return to previous capacities as the workforce returns to work post COVID-19 shutdowns.

"Highpoint was an easy decision to cater for the consumer market situated in the west of Melbourne as well as being conscious that COVID has impacted consumers shopping in the CBD and shopping in local centres, which helped determine to open in this area," Billini said. 


And once the stores open, they deliver, Billini added. 

"We saw our interstate stores over-achieve our targets and even outperform some NSW store openings which was very positive to see.

"We also believe in the long-term success and results of our new stores and are proud to say all stores are continuing to achieve our targets week on week," the business said. 

The business isn't going to slow down any time soon, with more store openings on the agenda for this year. 

"When the right location in the right state comes along and the demand is there that’s when things begin to unfold in the retail division of the business.

"We are super excited to see the next state which will have the premium and unique footwear shopping experience Billini offers to consumers. 

"Our PR and marketing team have been focusing on working with a number of local influencers around the store openings to draw attention and coverage of the new store locations.

"This has been a very successful strategy the team plan to continue to execute for future store openings," Billini said. 

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