American-born, global sporting brand Wilson has officially re-opened its Melbourne CBD store this year at the Emporium.
Originally launched in 2024 as a temporary pop-up concept, the Wilson Emporium became the brand’s first dedicated retail space in Australia. Since then, the brand opened stores in Doncaster, Melbourne and at Burnside Village near Adelaide CBD.
Designed to test and connect directly with local consumers, the store quickly exceeded expectations, according to Wilson.
Following its initial success and sustained consumer demand, the Emporium transitioned from a short-term activation into an extended pop-up format, remaining open through to March 2026. During this period, it became a key destination for tennis fans and the wider sporting community, including hosting the Wilson Tennis Club as part of the brand’s Summer of Tennis 360 in January 2026. Across the three to five week activation, close to 20,000 participants engaged in on-court and in-store experiences.
Following a brief closure and reconfiguration, the space has now reopened as Wilson’s premium Australian Store, showcasing the brand’s full performance range across racquet sports and other areas, matched with product storytelling and community-led activations.
Wilson head of retail Alex Morgan said the store has always been viewed as more than just retail.
“Whilst we took a moment out to ‘practice’, Wilson Emporium is back to serve the community in a more elevated way,” Morgan said. “This premium retail update will deliver a meaningful experience for tennis and sports enthusiasts, as we empower every human to live like an athlete.”