A British fashion brand is forging ahead with its bricks and mortar rollout in Australia, with up to three new stores expected to open by the end of the year, including its first in Brisbane. The expansion is part of T.M. Lewin’s strategy to build further brand awareness in Australia following the success of its local online business– the second largest online market for the company outside of the UK. T.M. Lewin, which specialises in men’s and women’s fashion, operates i
in Australia as a subsidiary to its UK counterpart, and has concession stores in Myer nationwide.
The latest T.M. Lewin boutique to open and the third in Australia, is at Melbourne’s Emporium. A fourth will open on Edwards St in Brisbane this month, followed by a fifth boutique at Chadstone shopping centre at the end of October.
T.M. Lewin is also eyeing more Sydney locations, including Chatswood Chase and a possible store at Bondi Junction.
It is also in talks to open at both Melbourne and Sydney domestic airports.
The Australian store on King St, Sydney in 2012, followed by a Melbourne flagship 12 months later on Collins St.
Gerard Crawford, country manager for T.M. Lewin Australia, told Inside Retail PREMIUM the eastern seaboard is the main target for expansion, with intentions to open between 10 and 12 standalone stores in total in Australia.
“If we add up the ones already in the pipeline, that will potentially get us to between 10 and 12, but what we’re not going to do is just take space because space is available,” Crawford said.
“In Brisbane we knew exactly where we wanted to be for a couple of years and we turned down a number of spaces.
“We want to have one flagship store in each of the major cities, around 150sqm to 180sqm, and then have secondary stores, which will be 100sqm to 120sqm.”
The rollout of stores will be under a new global blueprint, used for the first time in Australia at Emporium.
As for concessions, T.M. Lewin will launch at Myer, Westfield Bondi Junction later this year, taking the total number of store in store concepts to 20.
