Aje Athletica has opened two new stores in New South Wales, unveiling its Parramatta and Burwood wellbeing sanctuaries.
The new boutiques take Aje Athletica's store count to seven, with the new NSW stores joining locations in Queensland, WA and New Zealand.
As previously reported by Ragtrader, the activewear label - the sister to luxury label Aje - is on a mission to have 11 stores open, after the brand witnessed significant demand after its launch in May last year.
Aje Athletica Parramatta - Image via LinkedIn
The larger footprint stores offer a 'gallerised' shopping experience, reminiscent of luxury fashion boutiques.
Speaking to Ragtrader last year, Aje CEO and co-founder Adrian Norris said that the stores needed to be bigger than the Aje sites to accommodate the amount of product the brand is offering to customers.
Aje Athletica Burwood - Image via LinkedIn
"My whole condition on creating a sub brand, was that it had to have authenticity and that it was based on performance," Norris said.
"I wanted to be able to show a complete wardrobe for every performance base, I didn't want this to be a token brand that did leggings.
Aje Athletica Burwood - Image via LinkedIn
"So that's why they're bigger stores because we've got to need more product, and to give customers that whole experience.
"They're called Sanctuaries because it's about the wellness journey and coming and getting your whole outfit, your whole look," he said.
Aje Athletica Parramatta - Image via LinkedIn
The new Parramatta and Burwood stores are open and trading now on level three and one respectively.
Following these openings, Aje Athletica will unveil its Westfield Bondi Junction and Indooroopilly Shopping Centre stores in the coming weeks.
The Bondi Junction store is set to open on Wednesday March 30, while the Indooroopilly store will open on April 7.
Aje Athletica Parramatta - Image via LinkedIn