International apparel brand Rag & Bone has now opened its first Australian store at The Strand on Elizabeth Street in Melbourne.

Launched late last week, the 106sqm store has been dubbed the ‘outpost’ and has been designed in line with its American stores, featuring industrial designs, concrete flooring and high ceilings.

The expansion comes after a lengthy partnership with Australian retailer Incu, which has driven up the brand’s Australian profile in recent years, leaving Rag & Bone founder and CEO, Marcus Wainwright, confident in his retail prospects.

“Having our own retail location here allows us to showcase the brand and continue tapping into the energy of the Australian customer, who has been extremely supportive of Rag & Bone thus far,” Wainwright told Inside Retail.

The store boasts several media installations, which will look to drive visual engagement alongside unique brass shelving, walnut displays and locally designed tube pendant lighting.

Wainwright said the product assortment will be tailored to fit Australia’s climate, but that ranges will be stylistically the same, with the new store to showcase women’s ready-to-wear, JEAN, accessories and footwear collections.

“In terms of style, Rag & Bone is all about creating classic pieces and highlighting the individual, and while that doesn’t change based on region we do feel it fits perfectly with the Australian customer,” he explained.

It’s location in the heart of Melbourne’s retail district will see the brand compete with the likes of Uniqlo, Cos and Acne Studios, who all have nearby stores. But the English born, NY-based designer says his products are ready to stand out.

“Our products have a timeless but eclectic sensibility. I think that’s what sets us apart from most other brands.”

Images of the brands first Aussie store below: