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Online activewear brand gets physical

Activewear label, P.E Nation’s recent launch of its first bricks and mortar store at Westfield Bondi Junction represents a blueprint for the burgeoning label’s future plans.

Speaking to Inside Retail, Pip Edwards, co-founder of the activewear brand, said the temporary store – running until January 23 – was a good trial of the brand in a physical location, ahead of potentially venturing into bricks and mortar fully.

“It’s always great to test out retail,” she said. “The opportunity was too good to pass up.

“Bricks and mortar is definitely on the agenda in the future, though we don’t know when, and we now feel we have a better handle of how to actually roll that out and understand all that is involved.”

Edwards said the space is “primarily a fantastic branding exercise” where it can showcase its whole range, in a space that it had full creative control over.

“It was great to get to know our customers, to learn more about them and it was a great way for our customers to get to know the product more intimately.”

The pop up location was designed by interior architect Kelvin Ho, who has worked with APC, Dion Lee, Bassike, Lover, Saturdays NYC and Merivale.

“There has been a real lifestyle shift where people want to feel fitter and healthier, so naturally activewear and athleisure has become a more significant part of their everyday wardrobes,” said Claire Tregoning, co-founder, P.E Nation.

Selecting a suitable location was an easy choice for the fashion brand, in its first physical store venture.

“Being a Bondi girl, it was only fitting to test my local area,” said Edwards. “We also felt that being part of Bondi Junction Westfield would allow us to capture natural footfall, especially around the Christmas period.”

This story first appeared on our sister site, Inside Retail Australia.

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