Australian fashion label, Aje, has opened the first New Zealand store of its activewear spinoff brand, Aje Athletica, at Newmarket.
Located on level two of Westfield Newmarket, Aje Athletica Newmarket store features the brand’s signature earth tones and curved forms inspired by the sculptures of Richard Serra. The space is highlighted with natural materials with organic shapes and lines – metal and rock.
The design was created by design partner, ProSpace, who is also behind the design of Aje Athletica’s flagship store at Westfield Sydney City.
“The Aje brand has continued to experience significant growth and traction in New Zealand particularly since we opened our first physical Aje mainline store in October 2019,” said Aje co-founder Adrian Norris, who is also CEO at Aje Athletica.
“We also feel strongly that the physical retail environment is the best way for us to continue to tell our brand story. The Aje Athletica store, or sanctuaries as we like to call them, will offer a high fashion service proposition for an athleticwear brand and take customers on an immersive wellness experience.”
The launch is part of the expansion plan of Aje Athletica in ANZ which will see the roll-out of 11 standalone stores across the region, with six standalone locations scheduled to open across Australia early this year. The brand was launched in May last year by Edwina Forest and Adrian Norris, featuring activewear lines that support physical performance and personal well-being.