rkets for Camilla’s global expansion. Locally, Camilla stores are rolling out a new look, which delivers a complete sensory experience of sight, touch, sound, and taste. Lucy Middleton, marketing, branding, and events manager at Camilla, told Inside Retail PREMIUM the new look will finesse Camilla boutiques locally, making everything perfect before opening boutiques globally. “The idea of these stores is that they’re grand and have beautiful travelesque nostalgia, incorporating beautiful elements that she [Camilla Franks] has found on her trips away.” The latest store to open at Paddington, Sydney, is not completely finished, but will feature an old rocking horse found by Franks that will be given a bespoke glass jewellery box to display Camilla’s accessories line. Each new Camilla store will follow the same basic fitout, but will be unique in that each will include different items from Franks’ travels. The 160sqm Paddington boutique, which has taken over a former Ksubi store, will feature a Moroccan inspired courtyard with a hanging garden and water fountain. “Our clientele is unique in that they love the brand and the holistic experience. These stores are not just for product, but for our clients to come in and go on a journey and reflect,” said Middleton. Camilla has 11 stores across NSW, Victoria, Western Australia, and Queensland, and will open another two at Miranda, NSW and Chadstone, Victoria in the coming months. Stores include Camilla’s women’s, men’s, kid’s, accessories, shoes, swimwear, and homeware lines, and are positioning the label as a complete lifestyle brand. In line with the current popularity of sportswear, Camilla will launch its own sportswear line in November, as well as expanding swimwear. Inside Retail PREMIUM understands that Camilla’s goal is to continue to grow its lifestyle offering with the long term goal of opening a six star Camilla hotel experience. This story first appeared in Inside Retail PREMIUM issue 2037. To subscribe, click here.