Women's activewear label Lorna Jane will mark a significant retail milestone this week, and will launch a brand first in celebration, as it races ahead.
The brand, established by Lorna Jane Clarkson in 1990, will is open its 125th Australian retail store on Thursday, home to the brand’s first ever digital hub, in Sydney’s iconic Queen Victoria Building (QVB).
Incorporating Lorna Jane’s 'Move, Nourish, Believe (MNB)' philosophy into the store’s fit-out, the MNB hub will feature iPads for customers to extend their Lorna Jane experience online and be part of the 'Sisterhood of Sporty Chic'.
The MNB site aims provides women with educational and uplifting content and imagery to lead healthy, active lives.
The QVB Lorna Jane store will also follow the brand’s iconic minimalist aesthetic, featuring light timber floors, plush white furniture and an array of brand history along the walls.
Founder and chief creative officer Clarkson said the launch of the label's 125th Australian store marks the start of a new growth phase for the brand, which has flourished despite tough trading climate.
“It is amazing to see how quickly our brand has expanded, having 70 stores three years ago to now be opening our 125th in one of Sydney’s most iconic fashion destinations,” she said.
“Our first ever MNB hub will merge online with bricks-and-mortar to provide our customers with a one-stop Lorna Jane shop where they can purchase online if they can’t find their size in-store, and embrace our philosophy by visiting our Move, Nourish, Believe website.
“This is a fantastic opportunity to provide the Lorna Jane 'Sisterhood' with a diverse shopping experience that takes our customers beyond the product.”
The QVB store, which will open officially via a launch party on Saturday, November 11, will stock the complete Lorna Jane range, featuring up to 100 new styles each month.
Lorna Jane currently has over 135 stores worldwide, with nine stores in California since expanding into the US in March.