Melbourne bra brand Nala has expanded its channel mix by signing a retail partnership with Myer to launch in 22 of its stores nationwide.
Since its inception four years ago, the brand was purely online, but co-founder Chloe de Winter said it was time to evolve and reach customers in a new way.
“Bras are also a particularly challenging product to buy online,” de Winter said. “So many women don’t actually know their correct bra size, and sometimes you need to try something on to understand what feels good and fits well.
“Being able to walk into a store, try on a bra and experience the Nala fit for yourself is a real gamechanger.”
The co-founder said the rollout into Myer will include custom fitouts going into flagship stores in Sydney and Melbourne CBDs, with plans to roll this out across further stores in time.
All of the brand’s best sellers will be available in store, including its wirefree options and strapless bras.
“All our new collections will drop in store when we drop online too, giving customers to grab our new ranges in store from day one,” de Winter said. “There aren’t any Myer exclusive products yet, but we’d love to explore this moving forward.”
She added that going multi-channel should give the brand its best growth trajectory.
“If we’re talking about what’s next, we are thinking about exploring new markets and possibly new categories,” de Winter said. “We have a great handle on what women are looking for and feel like we could apply these principles and create some game-changing new products.”
As part of the Myer launch, Nala will transform Staughton Place beside Myer in Melbourne CBD into ‘Boobie Lane’, suspending 24 giant inflatable breasts above the laneway.
The breasts will feature different shapes, colours and sizes, and is created in collaboration with Sydney artist Christine Yahya, who was behind the viral giant inflatable boob Nala floated down the Yarra River in 2022 in protest of censorship.