ned to include the full Ubermen collection of men’s smart casual, businesswear, and accessories; a small female clothing section; and an art gallery. “We want to have a very unique look, we don’t just want to sell, we want to create something different,” said Hung. “We want to bring a lifestyle – we’re hoping that we can target all men, and that 24/7 they can come in and find whatever they need in our shop.” Hung told Inside Retail PREMIUM, the art gallery component creates a point of difference for the brand, and although it is yet to fill the space, it is open to any artists. “It doesn’t have to be artists, it can be people in music or anything we think is suitable. It is quite a big area, taking up about one fourth of the shop,” she said. The label, which began online in 2010, is also ranged in a number of fashion retail outlets across Sydney, Melbourne, and Brisbane, with plans to open further standalone stores in Sydney and Melbourne. “Our next target will be Sydney. We’re hoping that at the end of this year we will be hunting for the right location. “We’d like to open another two to three shops, and hopefully if everything goes right we will be looking to open in Sydney and Melbourne early next year.” The Brisbane flagship is a test run for what is to come for the brand in the future. “The flagship store we are testing. It wasn’t originally going to be this big, and our Sydney and Melbourne shops won’t be as big. “We will probably still carry the artists, but the shops will be half the size.” Ubermen hopes to open 10 stores across Australia, before looking internationally. This article first appeared in Inside Retail PREMIUM issue 2008.