thleisure to take its wholesale vertical, having opened Australia’s first Denham the Jeanmaker store. Le Coq Sportif, located at The Rocks alongside the Denham store,  is the third store in the world for the brand to offer customisation service, L’Atlier Du Coq, with the other two located in Paris and London. The service lets customers customise a classic tee shirt, v-neck, or sweatshirt in a variety of colours and designs. Paul Manot, marketing co-ordinator for Le Coq Sportif Oceania, told Inside Retail PREMIUM the idea behind the service is not to make money, but instead offer a more personalised service for customers. “It’s very visual and it attracts people’s attention. We get a lot more people walk into the store and it’s doing really well,” said Manot. “Customers are looking for that custom made product and it makes items more personal,” Manot said. The 50sqm store sits alongside Denham, which offers an alterations service instore. “I don’t know if [customisation] is a new trend, we didn’t do it because it was a trend, we did it because it suited the offer at The Rocks. “It’s a good way to interact with customers more than just selling product. You’re creating something for someone and it has a very symbolic value added to it because the client walks out with a really positive image of the brand. “They have been interacting with the brand rather than just buying an item.” Le Coq Sportif launched a dedicated Australian website in December 2013, the first to launch outside of Europe. “There was a need for a platform here in Australia. It’s an exact copy of the French website, so there aren’t any major differences, it has a very similar look and feel. “Online is growing quite rapidly so we’re happy, and it’s doing similar results to our Pitt St Mall store. “The good thing about the internet is that the sky’s the limit.”