Australian menswear brand Calibre is updating its entire 24-boutique fleet as it capitalises on its “dominant” retail space.
Speaking with Ragtrader, head of brand and business development Edin Zecevic said the rollout will be across existing and new Calibre boutiques.
“The refit of all current locations is a large-scale project that will see all boutiques updated in the near future,” Zecevic said. “All areas of the business are constantly evolving, and this redesign signifies the shift in Calibre’s brand direction, in line with the evolution of our product range.”
Part of this includes additional new boutiques opening by end of the year, according to Zecevic.
“We have a particular focus on expanding our portfolio in Sydney to service the rapid client growth we are seeing in NSW,” he said.
“The latest concept adopts a sophisticated, minimal approach to the retail experience that encourages exploration, with pared-back elements that lets the product do all the talking.
“This concept is a complete diversion from some of our more long-standing boutiques, which feature a myriad of textures and eye-catching finishings.
“Both concepts capture shoppers' attention, albeit in separate ways.”
Zecevic said the rollout of this concept is fueled by the Calibre’s brand evolution, spanning across all areas of the business.
“Our brand still owns the same values it was built on, however, we have never remained stagnant,” Zecevic said. “Calibre has constantly adapted to the ever-changing retail landscape since its inception in 1989.
“Calibre will always adopt a wearable, modern take on Australian menswear, and our retail concept mirrors the range's approachability.
“This is amplified through our dedication to providing a best-in-class client experience, with each and every Calibre boutique offering an unparalleled level of service.”
According to Zecevic, Calibre’s most dominant channel is retail/bricks-and-mortar, but said its online space has been “exceptionally formidable” with year-on-year growth.
“We believe that brick-and-mortar is here to stay, which speaks to our continued investment in physical retail,” Zecevic said. “We see a lot of clients coming in to store for a styling experience which is almost impossible online.
“Online and in-store channels work hand-in-hand for our business, both showing positive signs of growth.
“While we have invested heavily in our digital channels, an in-store experience where a client can get to grips with the quality of our product will always stand out for us.”
Calibre also trades out of nine David Jones concessions, a partnership that the brand will continue, Zecevic said.