Australian designer label Steele has opened its first flagship store, Steele House, on Glenferrie Road in Hawthorn.
The space gives the previously pure-play eCommerce brand an environment to communicate its story and brand experience to customers in the real world for the first time.
Alongside housing the brand's latest collections, Steele House will also serve as the brand's new headquarters.
The opening of the store coincides with Steele's 10th anniversary and marks a new chapter for the brand.
Steele founder and creative director Jessica Reid said she is thrilled to see her vision come to life.
"I am so thrilled to connect with our Steele community in the physical realm for the very first time.
"We were not looking for a retail space, we were looking for an incredible opportunity and something magical to offer and connect with the Steele woman, we found it, and we’re so ready to share our world," she said.
In the year ahead the brand will focus on releasing wear-now collections, with additional smaller capsules released sporadically year-round.
Steele House is located within a 1900s heritage-listed house in Hawthorn.
The store has been designed in conjunction with British designers Kirstin Dahl-Feathers and Carlie Ng and feature interiors from Australian design houses including Lucy Montgomery, Fomu and Anna Charlesworth.
Steele House opened in December.