Australian-born fashion and lifestyle brand Hommey has opened its first retail store in Melbourne as it diversifies its digital strategy.
Founder Justin Kestelman said digital advertising is becoming as unpredictable as Melbourne’s weather.
“Therefore, I’m realising that we need to take control over our own destiny by going back to the old school / new school way of selling product physically,” Kestelman said.
“Our product is incredibly tactical and whilst we do a great job of displaying comfort and quality online, there’s nothing like hand feel.
“We’re all feeling the pinch of interest rates and the uncertainty of future economic conditions, therefore we’re a lot less impulsive and more considered in our purchasing behaviour.
“As a result, we need to continue to reinforce our value proposition of quality, comfort and affordability to help customers experience Hommey through an omni channel approach."
As well as the retail storefront, the location will also form the brand's new head office.
Kestelman said timing is everything when it comes to launching a new store, particularly its first store.
“I founded the business in the middle of lockdown in my apartment, so the thought of having a physical presence was the last thing on my mind,” he said.
“Fast forward two-and-a-half years, we’re now retailing over 500 SKUs, across seven categories with a customer base over 50,000 people.
“I feel that we now have an offering and brand that can thrive in retail with our first store being a mix of retail and our office.”