Former fashion PR, Karyn Westren, will be running numerous pop up stores across Sydney's beachside suburbs this summer.
Stores will pop-up throughout summer in locations such as Woollahra, Palm Beach, Vaucluse and Avalon.
Westren's brand, [et cetera] WOMAN, launched in 2011, will offer a range of women's resortwear and accessories at its 'island life' conceptual stores.
Westren said the strategy will see products directly presented to its core market.
"I am currently focussing on retail and creating brand awareness for the remainder of SS16," she said.
"I have recently opened a pop up store at Woollahra and will be popping up in Palm Beach over the holiday season (at the Contemporary Hotels store) and numerous beachside festivals (Vaucluse, Avalon & Palm Beach)."