Secrets Shhh has launched a flagship store at Chadstone shopping centre.

After 11 years of operations, Secrets Shh is now trading in 21 locations across the country.

The company said the opening of its new store is a direct reflection of the company’s new brand strategy which supported by 12 months of in depth market research is to take the retailer to the next level.

The Chadstone store fit out breaks tradition elevating Secrets Shhh with an inviting open space vastly different to conventional jewellery stores. The store includes a single floating show case at the front of the store with significant height and strong mall presence, engaging and welcoming consumers. The layout also introduces a seating area which provides an intimate setting and allows for a more personalised customer experience.

Secrets Shhh new store fit out creates limitless opportunities for visual merchandising providing a blank canvas and interchangeable space which allows double the amount of product to be displayed and the space to be re-invented with ease.

“Secrets Shhh store merchandising has traditionally been 95% product reliant and our new design enables the entire store to be themed as often as we want. We are thrilled to now present a more inviting environment that lends itself to the fashionable direction the company has adopted in recent times.” Adrian McFedries, Executive Director – Secrets Shhh Group.

The opening of Secrets Shhh Chadstone flag ship store also celebrates the introduction of a bolder and more contemporary brand logo and the jewellery retailers highly anticipated Spring Summer 2011 collection ‘Cocktail Fever’.