Strand’s new luggage brand Nere has opened its first-ever retail store at Melbourne Central.
The store is situated on the corner of LaTrobe and Swanston Streets, which group CEO Felicity McGahan called a “melting pot” of Gen Z consumers.
It comes after the brand was launched in July last year, with Nere reporting significant growth over the last one and half years.
In the first year of business, Nere sold over 1.6 million pieces of luggage, and reportedly sold a piece of Nere luggage every ten seconds during Cyber Week in 2022.
The brand was also recently launched in the United Kingdom via Strand subsidiary Antler.
Despite the new venture, Nere will continue to distribute its products via Strand in-store and online.
“We have huge ambitions for Nere and it plays a key role in our next chapter of growth,” McGahan said. “As we look forward into the brand’s future, we want to make sure we engage with the next generation of travellers and bring the lifestyle of Nere to life.”
Nere joins a selection of other fashion retailers that will open at Melbourne Central this year, including Superdry, Stylerunner, Nude Lucy, Supre, LSKD, And Now This and Paper Kites.