Australian bag brand Mimco has opened its latest store in Melbourne this month, bringing its total store count to 98 locations. This includes concession stores at Myer and David Jones, and outlets.
The new store opened at Collins Arcade in Melbourne CBD on November 20. As part of Country Road Group’s retail expansion at Collins Arcade, the opening coincides with new store launches for Trenery and Politix, too.
Each of the three stores is targeting a 5 Star Green Star fit-out rating, similar to other stores under the Country Road Group umbrella.
“Our new Collins Street store is a beautifully designed space that truly allows our product to be the hero, and for me, that is exactly the goal,” Mimco general manager Jennie Moon (pictured left) said. “Thoughtful, modern, product-led environments will define our approach moving forward.”
When asked about further store openings ahead, Moon said she is a firm believer in refreshing and elevating the current portfolio rather than expanding too widely with new stores. “That said, we will always continue to trade in and out of locations as needed to ensure our network remains strong and relevant.”
Mimco’s new store opening comes just after its ultimate parent company, Woolworths Holdings Limited in South Africa, told shareholders recently that the bag brand had a dip in sales in the first quarter of FY26, while Country Road Group overall had a sales lift of 3.3 per cent.
Moon said the first quarter had presented some challenges, but added she and her team have a plan in place to drive momentum into Christmas and throughout 2026.
“Our top priority is delivering a highly competitive offer for Cyber, supported by a strong, insight-led gifting strategy across key moments including Christmas, Valentine’s Day and Mother’s Day,” Moon said.
“These initiatives are designed to elevate value perception, strengthen our offer, and re-engage our customer at every key trading moment.”