Multi-brand retailer General Pants has opened its newest store on George Street, Sydney, its biggest flagship store to date.
The store opened with a strong performance, smashing targets by 30%.
The 1000 sqm space offers a curated collection of fashion, denim, footwear and accessories but also focuses heavily on a complete lifestyle experience.
This includes elements of music, art and pop culture.
A new part of the in-store experience, that focuses on these elements, is the inclusion of a pop-up tattoo studio.
Produced in partnership with The Darling Parlour, customers aged 18 and over will be able to select from a variety of designs or customise to their requirements.
A shop-in-shop concept has also been included for major brands such as Ksubi and Storeroom Vintage, plus a novelty gift room and a specialty sneaker wall.
General Pants has also partnered with Universal Music to create a space that features the very first bricks-and-mortar ‘The Sound of Vinyl’ record store and listening station.
The space has been permanently fitted out with DJ decks and vinyl turntables to make way for a rotation of local live music appearances in the coming months.
The new store's interior walls feature work by renowned street artists Kentaro Yoshida, Steen Jones and Alex Lehours.
Ragtrader spoke exclusively with General Pants CEO Craig King about the company's plans for further expansion both locally and internationally in its October issue.
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