Melbourne-based womenswear retailer, Viktoria + Woods, will open its first flagship Sydney boutique in Paddington early next year.

The expansion into the Sydney market signals the Melbourne brand’s move to freestanding stores, rather than a wholesale business model.

“The pared-back, contemporary aesthetic of our label is a perfect fit with the city’s style conscious women,” said Viktoria + Woods founder and creative director, Margie Woods.

The company says significant support and demand for the designer’s style has been expressed locally since the brand’s launch in 2005. “Some of our long-standing customers are based in NSW and it’s been our goal for some time to have a presence there,” said Woods.

Opening in the Paddington fashion precinct on Glenmore Road, the boutique will build upon the Viktoria + Woods freestanding Melbourne store and David Jones wholesale presence. The store opening will also coincide with the release of the label’s Autumn 2016 collection, Assembly, which conceptualises winter layering taking inspiration from the natural landscapes of rural Australia and Icelandic mountain ranges.

The interior of the Paddington store will reflect the label’s minimalistic sense of luxury. Designed by interior designer Fiona Lynch, the décor will make inventive use of the space, and reflect the craftsmanship of styles in store.

Viktoria + Woods was established in 2005 by designers Margie Woods and Lisa Reynolds.

Want more Inside Retail? Subscribe to Inside Retail Weekly now and get our premium print publication delivered to your door every week