Afterpay has launched a new experiential retail space ‘Edit Collection’ in partnership with the Australian Fashion Council and Vicinity Centres.
The store is fitted with technology such as shoppable change room mirrors, gesture-controlled screens and a digital assistant to shoot and share selfies.
It is also the launch location for smart chip technology from eTale, a disruptive new startup venture from Simon Molnar.
Simon is the brother of Nick Molnar, billionaire founder of ‘buy now pay later’ platform Afterpay.
eTale chips are attached to garment tags and immediately deliver data on most tried on, engaged and sold pieces by tracking them in store.
Molnar, who has an extensive background in retail and technology, said he wanted to give bricks-and-mortar retailers the same access to data and insights as eCommerce operators.
He has worked as a software developer and retail data specialist at Afterpay, as well as CEO of eCommerce retailer Ice Jewellery.
“We have around five retailers that have signed on for Australia,” he said, confirming The Academy Brand and Venroy as among those onboarded for the initial phase.
‘The Edit Collection’, which debuted the eTale chips this morning, will stock Australian designer brands over a rotating eight-week roster from November 2021 to July 2022.
Bondi Born, My General Store, Esse Studios and First Nations Fashion & Design Collective are the first brands to launch in store.
Picture: Simon Molnar at the launch of 'Edit Collection'.