Designer brand Morrison has continued to extend its retail footprint - after a period of rationalisation.
Morrison will open its seventh national store at the newly opened Emporium Melbourne on August 20.
Founder Richard Poulson said the brand is excited to open at the premium shopping site.
"Rationalisations from a few years ago are currently producing fruit and you will see Morrison sprouting again in new locations, with plans to open more stores next year."
The store will open with the SS14 'Natura' collection featuring natural fibres, washed silks, linens and organic cottons.
The store will also stock exclusive imported French accessories.
Poulson said the design is inspired by the brand's natural surroundings in its home base of Freemantle.
European oak floors feature throughout the store, with softly lit French lights, curved racks and timber window frames.