Emerging designer 'incubator' 100 Squared has launched a new retail concept store aimed developing the presence of young brand within the fashion industry.
The store, And Now This, will rotate new brands on a short or medium term basis, allowing them the chance to access retail space while avoiding the rest of long term leasing.
The first brand entering the space with be sister duo owned label Watson x Watson, which recently pulled all wholesale accounts to focus in on growing its bricks-and-mortar presence.
100 Squared founder and director Justin Levy said the store allows brands to circumvent the challenges that come with long term leases and develop retail experience without the risk.
"There are great brands out there that are not getting into retail sites as they perceive the risk to be too high.
"This concept will allow us to engage these brands, give them a space so they can build their retail experience to help them establish a permanent retail presence."
The new retail space is located at shop 3, 157 Curlewis Street, Bondi Beach.