Fred Perry has opened its first Australian store in Sydney's historic Strand Arcade.
The British label will retail men's, women's and childrenswear as well as accessories and footwear in the new Sydney flagship. All stock will be from the Fred Perry 'Authentic' product range rather than its more upmarket 'Laurel Wreath' range, with retail price points ranging from approximately $100 to $250.
The first collection in store will be spring 2011 featuring polo shirts, textured knits and tailored trousers. The colour palette for the spring 2011 collection includes neutrals, brights, traditional tartans and tattersall checks.
Fred Perry was established in 1952 and its new Australian retail venture adds to the brand's local wholesale accounts including David Jones and Prime Online.
For more on Fred Perry's plans for the Australian market, pick up a copy of Ragtrader's April 22 magazine.