Oroton has opened the doors to its new concept store in Paddington NSW, as the luxury fashion retailer diversifies into independent shopping precincts.
Speaking at Ragtrader Live Sydney in June, Oroton chief strategy and financial officer Mia Barry said premium locations are resonating with customers.
"During lockdown, we saw that there was a change in the way customers shopped where they were looking more at strip shopping as opposed to the mall,” Barry said.
“So, we've actually opened up a fair few stores that have been in places like Armadale and Brighton in Melbourne.
"We're seeing that's a really engaging proposition for our customers."
The Paddington location blends ready-to-wear with art, as new season collections are offset with sculptures, glass cabinets filled with collectibles, ceramic plates and coffee table books.
Oroton CEO Jenny Child said the concept aims to give customers a sensory experience.
“It was our ultimate goal to create a concept that feels special and innovative, an intimate space to celebrate collaborations, bring new awareness to the brand and invite the community in for hosted events,” Child said.
“More than ever, we’re focused on that need to recharge, to take time out and feel inspired, and it is our hope that Oroton resonates with all those cultural ideas of how you would spend a Saturday afternoon, doing something you really enjoy, like gallery hopping.
“You could almost say it is Sophie’s life mission, to inspire people by creating that authentic expression via good design, so that people integrate those ideas into their wardrobes.
“This space is all about helping bring those stories to life and elaborating on the craftsmanship that goes into the collections, a space for our storytelling to live and breathe, and it will be constantly evolving which is exciting.”
In designing the space, Holt said she wanted the store to feel more like a home.
“There’s a foyer, which will form more of a creative statement, there’s also a space for book clubs and dinners, a little kitchen where customers can sit up on stools and have a drink.
“And then there’s the salon with a raspberry pink sofa; it’s this beautiful, serene space where we can pull the curtains back to host styling events - something special.”
The store also includes a range of paintings by artist and Oroton’s own merchandiser, Alexandria Park.
“One of the things I love most about the Oroton brand is this combination of beauty and utility, of charm and functionality, and this store encompasses that,” Holt said.
“Homeliness is not the right word, but there’s a sense of welcoming to the space. It’s like a discovery, which I love – I've always thought, imagine if you could see a little painting on the wall in a store and it was actually for sale.
“It’s all about creating the whole aesthetic – the bag, the clothes, the books, the little stool that you want.
“It’s a way for us to connect on another level with our customers.”