Australian womenswear label Cable Melbourne made use of Melbourne's sixth lockdown, working to get two new stores open.
Upon lockdowns lifting, the label unveiled its new Armadale and Geelong stores in Kings Arcade and Pakington Steet respectively.
The new sites bring the brand's store count to 13 across Victoria, New South Wales, South Australia and the ACT.
Cable founder and creative director Georgina Austin said the new Armadale store is the first concept space for the brand.
"Cable’s retail history was founded in Beatty Avenue, Armadale.
"It was the first store I opened 12 years ago, so I knew I wanted to continue having a key store in the area.
"Kings Arcade is an emerging hotspot in Armadale, fast becoming a shopping precinct of curated and bespoke Australian brands.
"Located right next to Armadale Train Station, Kinds Arcade has a village and neighbour feel, with a food and fashion focus, featuring Albert’s Wine Bar and Sydney’s renowned Victor Churchill Butchers.
"The new store in Kings Arcade is a much larger space than we previously had, so it’s perfect for creating the first ever Cable concept store – where we can host instore styling sessions and events, showcase our full collections, and give us the opportunity to launch Cable Home, Purle Accessories and other exciting diffusion lines coming soon," she said.
Conversely, the opening in Geelong is not based on previous experience in the area, but on success on the opposite Mornington Peninsula.
"After the success of our Sorrento store, I knew we would also have a customer base along the other side of the coast and would be able to capture locals and holiday-makers alike," Austin said.
"Cable clothing lends itself to weekends away, outings with friends, layering for all weather events – and of course, cosying up at home," she said.
Cable is known for its Melbourne-designed Merino wool, cashmere, mohair, silk and linen pieces.
Both new stores are open now.
Cable Geelong