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E-commerce

Kapten & Son opens first concept store in Melbourne

Online watch and sunglasses retailer Kapten & Son has announced the launch of a bricks-and-mortar concept store in Melbourne.

Opening in Prahran on 22 June, the concept store is the company’s first foray into physical retail.

Going forward, customers will be able to book personalised appointments at the store to design a bespoke watch or pair of sunglasses, or just walk in.

Christopher Telley, managing director of Kapten & Son Australia, said it will cement the brand as an innovative force within the market.

“Our biggest point of difference from traditional retailers is that we will give our customers a completely one-on-one and unique experience.

“Keen Kaptens can build their own watch and enjoy a cold beer, whisky or drink whilst they shop. We want our store to be an adventure for them,” he said.

The fashion brand made a name for itself in Europe before expanding online in Australia last year.

Telley said the retailer has always had a bricks-and-mortar store in mind, with offices in the US, Europe and Australia having success with pop-ups in the past.

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