Australian luxury brand Beare Park has opened a month-long residency in the lead-up to Christmas, the first time the label has opened a physical retail space.
Running from November 16 to December 21, the pop-up at Potts Point, Sydney comes as Beare Park founder Gabriella Pereira won Emerging Designer of the Year at the Australian Fashion Laureate this year.
“Since our debut in 2021, Beare Park has experienced steady and thoughtful growth, consistent with our commitment to slow fashion principles,” Pereira said. “We've seen significant D2C year-on-year sales growth, which reflects an increasing demand for our high-quality, sustainably-made pieces.
“Our customer base has expanded, as more individuals connect with our brand’s values of longevity, craftsmanship, and ethical production.
“Sydney, Australia is our most shipped-to city, followed by NYC, New York. To see the International customer base expand and to observe the differences in customer behaviour by region has been fascinating.
“Our collections have grown as well, with an expansion of product offerings, with cotton jersey t-shirts, denim and cashmere knitwear in development. All while maintaining our focus on timeless pieces that transcend trends.”
Speaking on the Potts Point location along Macleay Street, Pereira said the area attracts a demographic that resonates with the brand’s ethos - “individuals who appreciate the artistry of slow fashion.”
“What excites us most about this location is that it’s not part of a traditional retail precinct. Instead, it’s a space where people can casually pop in, perhaps after lunch or a drink with friends, and experience our collections in a more relaxed, personal setting.
“Our Potts Point Residency also allows us to build stronger relationships with our long-term customers, we have seen it as an ongoing community activation. For the first time, we’re able to put faces to the names, host intimate events, and engage directly with our audience.
“As a pop-up residency, it’s also been a valuable learning experience. We’ve gained direct feedback on which pieces resonate most with customers. For example, some of our more unique pieces are experiencing unprecedented sales performance now that people can feel the quality of the materials firsthand.”
Pereira confirmed there are future pop-ups planned in other Australian cities and in international locations, too.