By Aimee Chanthadavong

ESPRIT has opened its first icon store in Australia as part of the Westfield Sydney redevelopment.

Andrew Bousie, general manager of ESPRIT Australia, told Retailbiz that the 1200 square metre store is an important part of the company’s portfolio.

“ESPRIT has these large format stores all over the world as it enables us to showcase all the worlds of ESPRIT in one shopping environment. Customers really enjoy the opportunity to shop across all our divisions and it gives them a true brand experience,” he said.

“Being a part of the new Westfield Pitt Street development and securing one of the most prominent retail spaces in Sydney was a massive project and one that took a couple of years to complete.”

The three level store features a full colour LED façade representing the new face of the international lifestyle brand. It also has zig-zag patterns familiar from the brand’s earlier campaigns of the eighties while the back walls of every division are styled with patterns in forms of stickers or individual printed wallpapers.

The store will showcase the company’s women and men, edc, bodywear, accessories and the baby and children’s line. It will also be the first Australian store to offer the new line of ESPRIT collection for men.

According to Bousie, the company is working with key landlords to secure more icon sites in Australia and New Zealand.

“We will only open icon stores in iconic locations with the appropriate adjacencies and Pitt Street ticked all these boxes,” he said.

“However, we’ll keep these focussed on CBD locations for the moment.”