Cotton On Body, has launched a redeveloped store at Chadstone shopping centre this month, following the opening of its biggest store globally in the brand’s hometown Geelong – in line with a new store concept and global expansion plans.

The brand has launched three flagships in as many months and is forecasting 30-40 per cent YOY growth over the next 3 years.

The Chadstone store features the brand’s full product assortment across all categories – swim, sleep, intimates, active, maternity, bridal and beautify.

Bryce Telley, Cotton On Body general manager, said the brand’s 480sqm flagship at Geelong offers an “unparalleled, digitally integrated shopping experience that invites shoppers into the Body girl’s world.”

“It’s our customers that set the tone for us,” he said. “We know the Body girl leads a busy, active lifestyle and we want to offer her balance throughout her day – that’s what has really driven the new store concept.“

Telley said they have been testing new store concepts over the past 12 months to determine what elements and experiences their customer responds to. “We are excited to deliver that at Geelong.”

“Our girl shops with her friends, her mum and the other girls in her life, so we support that and ensure our stores are creative, happy places where she feels inspired,” said Telley.

The store will feature monthly local artist collaborations and DIY Christmas workshops in store during November.

The brand’s Bath and body range, Botanicals, the most recent category extension, is highlighted with a dedicated beauty bar to encourage product interaction, testing and exploration.

“The Geelong customer loves the store’s nod to its local heritage, from the Torquay made surfboards on display to the local product from Geelong Creatives available to purchase. It’s a special store that makes our girl feel proud to be in Geelong,” said Telley.

The revamped store décor features palette, chevron wood and greenery. In a nod to the brand’s wellbeing philosophy, the Geelong space also offers a dedicated ‘chill zone’ for customers to relax.

Body currently operates 300 stores globally with plans to open 70 more in the next calendar year.

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