Footwear entrepreneur Jo Mercer has opened her first Matilda Life store, two years after launching the fashion and lifestyle brand.
Matilda Life is made in Australia and includes women’s clothing in wool, cotton and linen, leather shoes and soon-to-be made sneakers, sleepwear, personal fragrance, and room scents.
Mercer confirmed the flagship store is located at Kings Arcade in Armadale.
“We have seen, particularly over the past year, a strong return of shoppers to ‘bricks and mortar’ stores rather than online, and that’s been reflected in the financial performances of key Australian retailers,” she said.
“We have high hopes that our product offering, location, shopping experience in-store and growing support for ‘Aussie made’ will see a strong performance for our first store.
“Customers are clearly loving the ‘touch and feel’ shopping experience again after two years of the pandemic.”
Mercer said the brand has been 100% Australian-made since its inception. The new Matilda Life store includes sustainable elements, including Australian timber, sandstone and leather.
“We want to show shoppers and the retail sector that we are pioneers and leaders in the industry, especially when it comes to sustainability and local manufacturing,” Mercer said. “Retail is my life and I am so excited that this day has come in the evolution of Matilda Life.
“We certainly hope to grow our retail footprint nationally and we are already looking at wholesale opportunities at home and abroad. The international market for Aussie-made products remains very strong.”
Matilda Life products are also sold via an owned online store. The brand was founded by Mercer and her business partner Lauren Mastromanno.
Mercer is the founder and former director and head of merchandise of her eponymous label Jo Mercer, still operating today. She has also held various roles with Australian department store Myer.