Australian activewear brand Elite Eleven is preparing to unveil its largest retail store to date, growing its original Highpoint location from 150 square metres to 525 square metres.
The expansion comes as Elite Eleven continues to grow its product offering and national retail footprint. The expanded store joins 20 stores owned and run by the brand across Australia.
Highpoint was the first-ever store opening for Elite Eleven, and is the closest to its Melbourne headquarters. According to the brand, the existing Highpoint store generated over $6 million in annual sales, despite operating from its 150 square metre footprint. This led them to scale the store size.
The new, expanded location will mean an expansion of collections and categories shown in the store, based on feedback from customers.
“Retail has always been a huge part of the Elite Eleven story because it gives our customers the opportunity to experience the brand in real life, to touch and feel the products, explore our collections and really immerse themselves in what Elite Eleven is all about,” Elite Eleven co-founder Benn Martiniello said.
“Highpoint is particularly special to us because it was our first ever store. As the brand and our collections have grown, we’ve simply outgrown the existing space.
“One of the biggest pieces of feedback we hear from our Highpoint customers is that they want access to more of the range, and this expansion allows us to deliver that.”
The redevelopment follows the rollout of Elite Eleven’s latest retail concept at Liverpool, with Highpoint taking the concept to its largest scale yet.
Alongside the significantly expanded product assortment, the store will introduce a dedicated activation zone, an adaptable space to showcase collection launches, community events and other brand experiences.
Fellow co-founder Lisandro Paz said the larger store format would support the next stage of the brand’s product and retail growth.
“As Elite Eleven continues to grow into new categories and collections, we want our retail experience to evolve with it,” Paz said.
“Being able to see, touch and try products in person remains incredibly important to our customers. Larger stores give us the opportunity to showcase more of what Elite Eleven has become while creating an experience that goes beyond simply purchasing a product.”