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How Stylerunner plans to get millennials to shop in-store

The online retailer aims to immerse customers in its premium aesthetic. Image: Supplied
Walking into the newly opened Stylerunner store in the upscale Melbourne suburb of Armadale is like seeing the soul of the activewear retailer come to life. Staff are dressed in mint green boilersuits, its new signature colour. Special buttons in the changerooms summon Stylerunner branded bottles of water. Even the air smells different.  “We created a beautiful fragrance in-store,” Julie Stevanja, Stylerunner’s founder and brand director, told Inside Retail. “You’ll definitely not

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