US retailer headed Down Under

SaturdaysSurfNYC-interiorNew York-based fashion brand to open Australian flagship store.

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US men’s fashion brand, Saturdays Surf NYC, is headed to Australia, with a flagship store to open in Sydney.


Opening in Bondi, the store is a joint venture between Saturdays Surf NYC and Sydney-based retailer, Incu. Brian Wu, director of Incu, confirmed the partnership to Inside Retail Weekly. However, he was unable to give further details on the store’s opening.

Inside Retail Weekly understands the store will be located on Campbell Parade in Bondi, and will open later this year. Akin Creative is also understood to be designing the store, having previously worked with Incu as well as Sass & Bide and Belinda.

Saturdays Surf NYC has two stores in New York and four in Tokyo and has begun advertising for casual retail assistants for the Bondi location.

The New York-based surf brand stocks men’s fashion, including t-shirts, sweaters, pants, shirts, and shoes, and accessories such as wallets. Locally, the brand is distributed by Incu. Incu has seven stores – three in Sydney and four in Melbourne, with stores a mixture of men’s, women’s, and mixed formats.

Last year, Incu opened the first Australian store for high-end French fashion label, A.P.C. (Atelier de Production et de Creation, which translates to, “the workshop of production and of creation”) at QV Melbourne, through a similar joint venture after being the main stockist for the clothing brand in Australia since 2006.


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