Fashion brand Seed Heritage will boost its retail network with the addition of a super-flagship store in Sydney this week, ahead of global expansion.
The store, located on Pitt Street Mall, will open on December 22 in time to tie into the Christmas shopping period and will be one of the largest stores in the Seed Heritage retail stable.
At 437 square feet, the store will span three levels and showcase the complete woman, child, and baby collections, as well as the newly-launched Seed Candy, which will be located on a basement level below.
The label re-branded from Seed to Seed Heritage in July and has opened several stores since the switch, including two at Henley Beach and Burnside in South Australia and another in Balgowlah in New South Wales.
However, according to Seed Heritage general manager Denise Haughey, the focus post-Pitt Street will be on Asia, rather than further local expansion.
“Our Pitt Street Mall flagship is a stunning space with beautiful product and impeccable customer service. This will set the benchmark for our expansion in Hong Kong and China, beginning with our first flagship in Hong Kong, in the prestigious Queens Road, Central, which opens in January 2012,” she said.
“Together, these multi level super stores will represent the future of our brand, and retail experience on an international scale.”
The extra stores set to open in Asia will add to those already established by Seed Heritage this year – including those in Repulse Bay womenswear and Harvey Nichols stores in Hong Kong.
The original Seed brand was launched in 2000 in Armadale, Victoria, offering a mix of childrenswear and womenswear. The label has since re-branded to become Seed Heritage and expanded to include apparel, jewellery, and footwear as well as Seed Candy – a branded confectionery collection. Today the business includes over 65 retail stores globally, including three Seed children’s stores in Asia.