Greeting card retailer Hallmark Australia has opened a new concept retail store at Blackburn Square Shopping Centre in Victoria.

Aside from gift cards and gift packaging, the new store offers Hallmark-branded collectibles such as Keepsake ornaments, recordable storybooks, and newly launched Better Together plushies.

In addition, the store offers locally sourced items including Frankie Gusti candles, Miss Frankie nail polishes, and Bopo Women beauty products. It also sells products from Crayola, Hallmark’s sister company.

“Over the coming months and years, our intention for the Australian and New Zealand markets is to become the leading supplier of an amazing range of greeting cards, gift packaging and unique branded gifting, and a curated range of Crayola products,” said Ajith Abeynaike, COO at Hallmark Australia and New Zealand.

“We will use our concept store to test and learn, which will enable us to bring innovative, market-leading product, and display solutions to our customers and consumers.”