Myer has unveiled a world-class retail destination.
The department store has opened its 7,000 square metre Myer Emporium in Melbourne, across the fourth floor walkway from its Bourke Street flagship.
The new Myer Emporium will offer toys, childrenswear, sports apparel, men's footwear and luggage.
As part of the opening, Myer has launched its MYKIDS Emporium store featuring concept areas from major brands such as Barbie, Transformers and Little Tikes.
The Emporium will also feature Australia's largest Lego concept store and the largest range of childrenswear in any Myer store nationally.
This includes custom-fit concept areas from Bonds Baby, Bardot Girls, Mossimo and Baker by Ted Baker.
Further fashion brands include Peter Alexander, Sprout, Milkshake, Jack & Milly, Tilii, Bauhaus, Origami and Brooklyn Industries.
The layout of the department is grouped by age and gender, ranging from newborn and toddlers, to girls and boys (aged 3 to 8) and bigger kids (aged 8 to 16).
Myer will also launch a new men’s personal styling den and increase its menswear offering, with a dedicated Big Men's destination featuring brands such as Jack Stone, Blazer and Breakaway.
A new sporting section features a dedicated Nike concept store, as well as outdoor/adventure brands and new footwear department.
Myer executive general manager merchandise Adam Stapleton said Myer Emporium will provide additional floor space at its flagship.
"As we expand our toys and menswear offering into the new Emporium, we’ll have additional space in our Bourke Street store to introduce a range of new fashion brands such as Alex Perry, L by Lisa Ho and By Johnny to give our customers increased choice and variety."
Experiential retailing is also strong on the agenda for Myer Emporium, with a roster of weekend activations aimed at children including book readings, face painters and balloon artists.