By Aimee Chanthadavong
Following the footsteps of two sister stores in Melbourne, a 488 square feet 'superflagship' Sportsgirl store will open this November at Sydney’s Pitt Street.
Elle Roseby, Sportsgirls CEO, told Retailbiz that the superflagship location will allow customers to be immersed in the Sportsgirl brand and shopping experience, known as the ‘The World of Sportsgirl’.
“Our superflagships epitomise the Sportsgirl brand; in addition to maximising the customer experience they deliver our entire Sportsgirl product range, as well as our seasonal capsule collections, designer collaborations, limited edition product and global vintage collections,” she said.
“We acknowledge that as the world goes online, retail spaces have to work harder to deliver a brand experience in-store that customers will seek out and remember. With our Superflagship locations we aim to offer a unique, innovative and immersive retail experience with a design that puts fashion and the customers at its heart.”
The fashion retailer has spent the last 18 months working with London architects HMKM in designing the shop.
According to Sportsgirl, the Sydney superflagship store will feature ‘The Launch Pad’, a flexible framework to promote rising fashion stars and showcase Sportgirls’ investment in Australia’s uprising designer talent.
The store will also offer a ‘Style Me Studio’ service, a one-on-one complimentary VIP styling appointment in private fitting rooms.. In addition, up to five deliveries of new product will be made each week to the store.
Roseby said Sportsgirl is currently focused in opening the Pitt Street superflagship location but plans to expand its SG accessories store due to experiencing consistent growth in its accessory department.
“It makes perfect sense for us to grow our already successful Sg accessories store model,” she said.
“The growth across our accessories business has been consistent year on year, and this formed the basis for our decision to expand on this exciting opportunity. We know our customers just can't get enough of our accessory collections!
“Our already existing Sg stores have been very successful. A truly loyal following has developed within our accessories business and with that in mind we are very excited to develop and deliver this concept to more of our customers. “
Sportsgirl plans to open 15 new stand alone accessories stores over the next two years in Victoria, New South Wales, Queensland, Southern and Western Australia adding just under 2000 square metres of retail estate to the business.