Activewear brand Aje Athletica has opened its first Melbourne location this November at Highpoint, with a second boutique expected to launch in Doncaster on December 7.
Including Doncaster, the Aje Collective retail network now incorporates 23 Aje stores and 16 Aje Athletica stores across Australia and New Zealand, with three e-commerce websites dedicated to Australia, New Zealand, and 70+ countries abroad.
Speaking with Ragtrader, Aje Athletica CEO and co-founder Adrian Norris said its Melbourne consumer base expressed “strong demand” for a physical location.
“This has translated through both floor-to-door and online sales, making the decision to open Melbourne retail locations an organic progression for the brand,” Norris said. “We’ve been looking for the right locations to become available for a while now, so we were fortunate to have these two primary spaces come up in quick succession.”
Securing physical store locations has been a challenge for the brand, with Norris saying that in many prime locations, there aren't any retail spaces available.
"So it’s been a lesson in patience, waiting for the right spots to become available," he said.
He further noted that brick-and-mortar has been a key element for the brand’s success in Australia.
“While digital channels have opened fashion up to broader audiences, it’s a very crowded market,” he said. “We’re omnichannel retailers and have seen that customers are continuing to seek out physical stores and experiences that you can’t always achieve from an online store.”
“Our retail stores across both Aje and Aje Athletica provide an elevated service proposition and luxurious setting to feel refreshed, to touch, feel and try clothes, inspiring customers to feel confident in their purchases. By broadening our physical footprint to allow customers to experience the tactility, fit and comfort of the products, Aje Athletica offers a strong proposition.”
Both Aje and Aje Athletica reportedly have further omnichannel growth plans across Australia in 2023, Norris continued.
This includes targets for growth through both established social sales platforms such as Instagram and emerging platforms such as TikTok.
Aje Athletica’s Instagram account has reportedly seen steep growth in its Instagram channel, up to 24k, following its launch in February this year.
The brand has also launched click-and-collect, and it continues to offer its 4-18 size range, with every AA item shot on size eight, size twelve and size sixteen models.
"We are focused on community building in 2023, creating immersive experiences for our customers to experience Aje Athletica first-hand," Norris said.
The new stores will include the brand’s core range, with wellness accessories, and fortnightly new drop updates.