National Geographic has officially released its fashion collection in Australia, with an online store launch this week and a flagship opening at Melbourne Central on May 20.
Alquemie Group revealed the brand's rollout strategy at an official launch event yesterday, in partnership with The Walt Disney Company ANZ. National Geographic will be available across digital, social and physical channels, including experiential retail destinations in NSW, Victoria and ACT.
Westfield Chatswood will open on June 1, while Canberra Centre will debut later in June. A conceptual pop-up store at Queen Victoria Building in Sydney will also open this month with a curated range.
National Geographic apparel has been re-sized for Australian consumers, with fashion and accessories collections across men's and women's categories.
Alquemie Group chairman Richard Facioni said the launch has been four years in the making.
“Our collaboration with The Walt Disney Company and National Geographic brings one of the world’s most highly-recognised and well-regarded brands to Australia and New Zealand within a new, engaging retail offering,” Facioni said.
“We’re excited about the potential for National Geographic’s unique, elevated fashion and adventure wear and intend to strategically grow the brand, including significant marketing investment, advanced e-commerce and a portfolio of new experiential retail destinations across the region.”
The launch collection for National Geographic Wear focuses on unisex styling and curated pieces for the local market, in addition to core National Geographic accessories and travel luggage.
The retail store format incorporates floor-to-ceiling LED screens, along with styled merchandising and storytelling - custom-designed by Alquemie.
Alquemie Group’s managing director of licenced brands Matthew Robertson said the retail format incorporates the latest technology while heroing the products.
“The local range of National Geographic Wear has been developed in partnership with The Nature Holdings in South Korea and Disney, which gives the range a unique fashion edge that blends street style with technicality and practicality.”
Further National Geographic stores across Australian and New Zealand will be announced in the coming months.
Walt Disney ANZ Vice President and GM of consumer products Tim Everett called this a unique collaboration with Alquemie Group.
“[It] captures the spirit of exploration and discovery at the heart of the National Geographic brand and brings it alive through intentional product and immersive, interactive retail experiences,” Everett said.