Australian cashmere label Bryahne has scored its first-ever physical debut in Sydney’s eastern suburbs.
The brand is now stocked at Cosmopolitan in Double Bay, a local retailer that sells an array of high-end fashion labels, including the likes of Gucci, Balmain, Paco Rabanne and Victoria Beckham.
Bryahne’s latest move comes after the brand was officially launched in 2024 with an online website. The brand’s cashmere ranges cover knitwear tops, skirts, pants and dresses for women, with a hoodie and matching pants for men.
Each piece is priced in the high three-figure range, with one gown selling for $1,100.
Founder Bryahne Nicole said she initiated chats with the Cosmopolitan store team after admiring the retailer and its range.
“A big hurdle for us was to have customers trust the brand's quality and educate our customers on the craftsmanship of the pieces,” Nicole said. “Having them housed in a physical location with other brands of similar calibre was a key growth step in our strategy.”
The Cosmopolitan team quickly decided Bryahne was a match, and Nicole and her team soon took over the store-front and activated a content shoot in store.
“Since then, traffic has been good, and clients love to have a place to touch and feel the products, introducing Bryahne to like-minded shoppers in the area,” Nicole said.
According to the Australian Bureau of Statistics (ABS), Double Bay residents have an average weekly income of $1,662, which is double the national average. The median weekly household income is $3,077.
Nicole added that she will continue to monitor store performance alongside the brand’s website.
“Success for us is both quantitative and qualitative,” Nicole said. “From a commercial perspective, we’ll be tracking sell-through rates, customer feedback and repeat purchases.
“Just as importantly, we’re looking at brand alignment and awareness. Are new customers discovering Bryahne through the space? Is the in-store experience helping to communicate our design ethos?
“For a brand like ours – which is rooted in craftsmanship and detail – having a physical presence is an opportunity to deepen connection, and that’s something we’ll be monitoring closely as well as meeting new clients.”