Aje opens new Sydney flagship in return to its pre-COVID plans

Premium fashion label Aje opened a new Sydney flagship in Westfield Bondi Junction today, July 2, bringing its Australian store count to 18.

The brand, which was founded in 2008 by best friends Adrian Norris and Edwina Forest (pictured), recently relaunched its e-commerce site and opened its second store in New Zealand at the Commercial Bay shopping centre in Auckland.

This reflects the Sydney-based brand’s growing direct-to-consumer business in addition to its national department store partnerships.

Norris said in a media release that the Bondi Junction store opening was a return to Aje’s pre-COVID plans.

“Bondi was on our radar as part of our 12-month plan, and while we have locations in Sydney’s Paddington and The Strand – we have been waiting on the right position within the East for some time. It’s now one of our favourite stores,” the chief executive said.

Forest, the brand’s creative director, said the space was designed to be immersive, quiet, refined and memorable.

“The new location will launch with long-awaited Pre-Fall 2020 styles including our tweed suiting, abstract lace styles and must-have winter outerwear,” she added.

In addition to its stores in ANZ, Aje also has 17 key international stockists, including MatchesFashion.com in the UK, Saks and Nordstrom in the US, Boon the Shop in Korea and Boutique 1 and Harvey Nichols in the UAE.

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