We Are Kindred opens doors to flagship store

Dreamy designer womenswear label We are Kindred launched its first bricks-and-mortar store in Paddington, Sydney, last weekend.

The 40sqm store features blush tones, gold, rustic finishes and bespoke floral wallpaper, exuding “effortless modern luxury”.

“We’ve created a beautiful, eclectic space that embodies We Are Kindred’s aesthetic and brand essence. We’ve also moved head office here and we adore working in Paddington and meeting customers in person,” co-founder Lizzie Renkert told Inside Retail Weekly.

Renkert added that the new flagship store gives the team the opportunity to build and nurture intimate relationships with its customers, listen to what they like to wear and understand them so they can design collections around them.

“We want to try and bring an essence of that runway objective to our store – an immersion in the world of We Are Kindred – in a permanent way. Having a dedicated store for our brand allows us to better communicate the lifestyle and attitude we are trying to create for the brand,” she said.

According to Renkert, opening a bricks-and-mortar store has always been part of the plan for the label, which first experimented with a physical presence when it launched a pop-up space in The Intersection precinct in Paddington.

“This was great, as we were able to learn vital lessons about managing a physical store and some of the challenges and triumphs that come with this,” she said. “Since then, we have been focusing on building our brand’s wholesale presence internationally, but a big part of our customer base is still in Australia, so we are excited to open our first permanent store in Sydney, where the brand was born.”

For the time being, no other stores are in the works for the brand and given that the majority of the business is international wholesale, the focus will be on continuing to build the brand for a broader customer base. 

“For the rest of this financial year, it’s about making the most of our new space and tailoring customer experiences in store,” said Renkert.

We are Kindred was launched in 2013 by Renkert and her sister Georgie. Prior to launching the label, Lizzie was a fashion magazine editor and Georgie was a product developer for Sportsgirl.

“Running a small business always has its ups and downs. Building a brand from scratch is incredibly satisfying and because we’re still relatively new and small, we’re able to be nimble when it comes to adapting to what is working and what’s not,” revealed Renkert.

“Cashflow is always the hardest part of running a business like ours and would be our biggest challenge. The highlight for this year is launching our store – we’ve been wanting to launch a flagship for quite some time and now feels like the right time.” We are Kindred is currently stocked in Myer, The Iconic, Farfetch, Moda Operandi, Zalando, Revolve, Harvey Nichols Dubai, Anthropologie and Shopbop.

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