Seed Heritage officially opened its Chadstone flagship store this week, following a year-long process.
The 729sqm store opened to 120 eager customers in a COVID-safe way on Wednesday morning, offering them coffee and donuts to celebrate.
The store opened on the first day of retail reopening in metro Melbourne, following a 112-day lockdown.
The flagship opened with a focus on the in-store experience and features exclusive elements including a personalisation station, a kids' cubby house and a gift-wrapping hub.
Seed Chadstone - Kids' cubby house
Speaking on the opening of the Chadstone flagship, Seed brand GM Denise Haughey said that the store reflects the brand's approach to retailing.
"Our approach has always been simple - we believe in great design, high-quality products and exceptional customer service, our Chadstone store is an expression of those brand values and a landmark launch in our brands 20 year history," she said.
Seed Heritage Chadstone will also host monthly children's activities which will include Make A Wish fundraising DIY activations, book reading, school holiday activities and personalisation activations.
Seed Chadstone
To celebrate the launch of the store, Seed rolled out a pop-up activity space where kids could get involved in a number of games, while adults could spin the wheel to win various prizes including vouchers and a spa package.
The first 200 shoppers received a limited Seed Heritage reusable goody bag including a $20 voucher to spend in-store, a 20 Year commemorative Seed pouch, a branded face mask, hand cream, sanitiser and sweets.
Seed Chadstone