Parlour X


Australian fashion retailer, Parlour X, is leading the way for luxury brands in Australia with the relaunch of its ecommerce website and a solid omnichannel strategy.

The Australian-owned business, which is based in Sydney, was founded by buyer Eva Galambos in 2001. It is home to a range of high-fashion brands including Valentino, Chloe, Balenciaga, Comme des Garçons, Stella McCartney and Vetements.

With a three-step checkout and next-day shipping Australia wide, the new site aims to provide the ultimate user-friendly, seamless luxury shopping experience.

While online shopping is nothing new, it’s rare for luxury retailers in Australia to focus on ecommerce, said Galambos.

“It’s really rare to service luxury bricks-and-mortar and ecommerce at exactly the same time. We wanted to think carefully about what each of them do well, and how each of them serves our clientele.”

Parlour X

The Parlour X site perfectly reflects the boutique’s in-store experience, with almost the entire store offering available for purchase.

There is also a focus on creating and producing original content, with Galambos and her team conducting in-house fashion shoots, interviews with designers and sharing behind-the-scenes diaries direct from Paris and Milan.

“In my mind it’s all about making Parlour X as inspiring as possible,” said Galambos.

“The new reflects our commitment to continually striving to deliver the best and most innovative retail experience nationwide.”

In-store, the experience is equally as immersive, with Parlour X’s curated edit housed in a former church in Sydney’s Paddington.

Over the last six months, Galambos has been building a 150 square metre warehouse space on the premises, which will house operations, logistics and facilitation of all online orders.

“For me, what’s important is to really leverage the wonderful expertise we have for our clients,” said Galambos.

“I think our clientele expects experiences within Parlour X, both boutique and online, to be equally sophisticated in their offering.”


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