Australian retailer Glue Store has opened a new flagship location at the Emporium Melbourne.
The new store in Victoria is said to introduce a high-end retail experience, selling a range of denim and premium streetwear.
Glue Store at Emporium Melbourne will feature collections from cult denim labels such as Ksubi and Neuw, alongside premium streetwear staples including Carhartt WIP and The North Face.
“For over 25 years, Glue has stood as Australia's definitive destination for streetwear and denim culture," Accent Group executive GM of performance and lifestyle Steve Cohen said.
“Our Emporium Melbourne flagship represents the next bold step in our evolution - where these fundamental pillars meet a new standard of premium retail. Every element, from the elevated store design to our curated brand mix, has been crafted to deliver an experience that reflects our vision: premium streetwear and denim, reimagined.”
To celebrate the launch of the new retail space, Glue Store hosted a series of in-store activations over the weekend.
On opening day last week, the first 50 customers to shop in-store received an exclusive goodie bag filled with premium items while the first 150 customers were offered a complimentary Strawberry Iced Matcha & Pastry.
Opening day also included an all-day photo booth activations alongside a live DJ taking over the store.
On April 11, the store offered an exclusive in-store bag charm workshop.
The launch coincides with Glue Store’s ‘Glue Denim’ campaign – the brand’s biggest campaign of the year – running from April 3 for three weeks.
The brand awareness campaign will cover out-of-home advertising, including across Melbourne trams, through April, spotlighting the most in-demand denim fits across various styles and silhouettes.