Another European brand has followed in the footsteps of fellow foreign labels Zara and Topshop, and is soon set to land on Australian shores.
Global luxury Italian lingerie brand, La Perla, will make its local mark this month, with the launch of an Australian store in August at Sydney Airport’s T1 International Terminal. La Perla previously had a store in Melbourne but it closed down.
In a bid to offer Australian and international travellers a “sophisticated and romantic shopping experience”, the store will stock La Perla’s unique range of underwear, beachwear and nightwear, alongside its Nero Perla range for men. Shoppers will also be able to benefit from Sydney Airport’s tax and duty free pricing in T1.
The 600-square-metre shop, designed by Buratti + Battiston Architects, will feature soft lighting and laced glass panels to create an intimate shopping environment that embodies the La Perla brand's essence.
The Sydney Airport space is La Perla’s 130th store worldwide since the first handcrafted corset boutique was opened in Italy, in 1954 by Ada Misotti. The name La Perla was inspired by the jewel-lined case with red velvet in which Misotti‘s first creations were transported.
The brand is now a global icon of fashion and luxury, renowned for its exceptional craftsmanship and use of high-end fabrics for its garments.
Commenting on the latest addition it the Sydney Airport retail mix, Sydney Airport retail general manager Andrew Gardiner said La Perla is a welcome addition to the growing fashion brand portfolio.
“Over 37 million passengers from around the world pass through Sydney Airport annually. We are committed to increasing the range and variety of retailers, particularly in T1, and our purpose is to enhance our customers’ journey from home to plane,” he said.
“Combined with other Australian-firsts, such as Victoria’s Secret, and world-firsts such as the Lonely Planet concept store, the arrival of La Perla will ensure Sydney Airport continues to be seen as a world-class shopping destination in itself.”
La Perla Asia managing director Andrea Bonardi added that the brand is eager to introduce Australian consumers to the product at its new flagship Sydney store.
“We are excited that Australians will get to experience the unique, sophisticated craftsmanship of La Perla on home soil, as previously they’ve had to travel overseas. I’m confident the romantic and intimate design of the store will capture the essence of La Perla and seduce Australian shoppers, as it has done the world-over.”