Serial pop-up retailer Limedrop has revealed why it has chosen to invest in a permanent store presence “despite the doom and gloom”.
The local fashion label, which offers a range of contemporary womenswear fashion, soft lingerie and jewellery, has finally launched its first permanent flagship store at Finders Lane in Melbourne.
Limedrop's first concrete presence follows a series of pop-up boutiques, which the retailer has launched since its establishment in 2006 – in total: five in Melbourne and one in Sydney.
Commenting on why she decided to take the plunge while other retailers are backing out, Limedrop founder Clea Garrick said the tough trading environment doesn't phase her.
“I think it is a great time for retail in Melbourne. There is a buzz of excitement with new retailers hitting the market and a time for independent boutique owners to offer those special pieces with longevity and uniqueness,” she said.
“We know our local market and our brand is inspired by the belief that anything is possible. Despite the retail doom and gloom, we want to say there is room for beautifully designed product. We know our customers will see that there is something more to what we are offering at Limedrop.”
Garrick added that a permanent boutique is certainly something that the Limedrop team has been working towards for a while, but they chose to launch it strategically after testing the market via pop-up stores first.
“Our pop-up shops have been very successful in building our local following, showcasing our full range of womenswear, soft lingerie and jewellery – as well as listening to feedback directly from our customers. [Because of this] we are looking forward to creating an engaging space – different from the stock standard retailing of the past.”
The Limedrop boutique which launches this week, will be housed in the conic Nicholas Building and the Limedrop team has worked with Moth Design to merge it's mid 1920s décor with modern elements.
The original elements include six metre high ceilings, deco balustrade, curved concrete beams and original brass door hinges.
Modern elements include: geometric racks and vertical garden that span the full height of the space.
