Myer's Designer Of The Year is heading in a new direction.
North.
Morrison will open its first Queensland store next month via a stand-alone boutique in Indooroopilly Shopping Centre.
The brand is now represented in most major states with stores in Melbourne, Sydney, Adelaide and three sites in its hometown of Western Australia.
The brand was named Myer Designer of The Year for 2014.
Co-founder Richard Poulson said the latest opening marks an important chapter for the 14-year-old brand.
"Queensland has always been on our list of potential locations and our customers from the north have been asking for way too long. The time is right.
"Our online store consistently receives orders from Queensland and we have a loyal client base who visit our Melbourne and Sydney stores when they travel."
Poulson believes the Queensland consumer will embrace Morrison's aesthetic, with its use of silks, cottons, linens and lightweight knits.
"Queensland has such a similar climate and lifestyle to what we have in Perth, we have always thought the brand would work well there. Morrison’s collections are always very trans-seasonal."
The Indooroopilly store will be one of the first to sell the Morrison AW15 collecton ‘Surface’.
The line comprises leather separates, chunky knitwear, sheer silk dresses and organic accessories, with a colour palette of winter white, grey marle, oatmeal, black and charcoal.