P.E Nation CEO Hamish Stuart is planning a more restrained retail rollout ahead for the activewear brand.
Speaking with Ragtrader, the retail executive confirmed there are plans in the making to open more stores across Australia, but said it will be more targeted and focused.
“We have done all the data analytics and heat mapping around which locations make the most sense for the brand, so we’ll follow that data,” Stuart said. “However, we are not going to be a brand to go and open 20 at once.
“We like to ensure each store gets the attention it needs when first getting off the ground. That is – awareness, the right retail staff and support, training, and knowing what stock the customer in that location is most interested in so the mix is right, especially if they are smaller footprints.”
P.E Nation currently has three retail touchpoints in Sydney, including a standalone store in the CBD, an outlet in Liverpool and a pop-up in Bondi Junction.
“We’re not wed to keeping P.E Nation stores just in Sydney, though,” Stuart confirmed. “We’re constantly reviewing the opportunities that present themselves in different states, and pockets within those, to understand where our future stores would be best placed.”
Stuart added that stores are essential to the growth of the activewear business.
“It’s essential customers are able to see, feel and try on the collection,” he said. “We’ve made big improvements to fits and fabrications and even offering free online returns in Australia, nothing convinces customers more than wearing it. Our changeroom conversation rate is higher than I’ve ever seen it.”
Alongside the retail space, P.E Nation also distributes through wholesale with local and international retail partners. Stuart confirms the biggest local retailers for P.E Nation are Stylerunner, David Jones and The Iconic.
“Internationally, we have Selfridges in the UK and Anthropology in the US, along with Revolve and Shopbop online which have been going from strength to strength,” he said. “So we’re seeing some significant wins and are continuing to build on these.”