Youth fashion brand Factorie has begun rolling out a new store concept following a global RTW trip by the brand’s GM, Jodie Bongetti.
Founded in 2007 by the Cotton On Group, Factorie now has more than 70 stores across Australia and South Africa. Its latest rollout has brought the brand’s total store count to 76.
According to the brand, its new store is inspired by what it calls the global streetwear capitals of Madrid, New York, London and Copenhagen. Bongetti, who took the lead role at Factorie this time last year, spotted how leading retailers overseas are elevating brand storytelling through immersive store experiences.
Over the past six months, Factorie has opened seven new stores across Australia, including Warringah, Indooroopilly and Cockburn, the first places to feature the new concept. Recent openings in Rouse Hill and on Bourke Street, Melbourne, also reportedly drew strong crowds.
According to Factorie, its Bourke Street Pop-Up space had fans lining up from 3 am on opening day. The space included performances from local artists Baro Sura, Negassa and DJ PGZ, alongside dancers Jamane, Amelie and Nic.
“As a youth streetwear brand, Factorie wants to be where its customers are, and Melbourne CBD was a must,” Bongetti said. “Melbourne is synonymous with creativity, individuality and street culture. Being so close to RMIT University allows the brand to connect directly with the young people who shape and inspire it.”
Factorie’s new retail identity also coincides with growth across Australia. Bongetti said there has been significant growth in Western Australia with new stores in Cockburn and Mandurah.
The brand has also been accelerating its international growth, now operating 34 stores in South Africa. Factorie recently launched a pop-up in Johannesburg.
Building on the success of its Australian rollout, Factorie will introduce the new store concept into its South African market in 2026.
Cotton On Group manages eight brands, including Cotton On, Cotton On Kids, Cotton On Body, Factorie, Typo, Supré and Ruby by Cotton On and Ceres Life. Globally, the group has 1,300 stores in 20 countries.