Australian men's suiting brand Politix has re-opened its Chadstone store with a new look, marking the next step in its rebranding process.
Speaking with Ragtrader, GM Ian Worthy said Politix will refresh another two stores before the end of the year, alongside new Myer concessions.
“The new Politix Chadstone marks the beginning of a new era for the brand as we invest in refreshing our stores,” Worthy said. “With over 90 locations across our network, this will be a phased roll-out across the next few years.
“This year we plan to refresh another two stand-alone stores alongside opening another 11 new Myer locations. This Friday we open a new store in Albany NZ which will take on the new store design approach.”
Worthy said the new store concept brings space, light and simplicity.
“From the store façade, customers are greeted with a sense of friendly warmth through the colour palette of earthy tones and soft grey hues. With our brand relaunch and elevated product direction, we feel that it is key that our new stores reflect our design-led approach.”
The Chadstone store was designed in partnership with Melbourne-based interior designer Hecker Guthrie. Politix also created a scent for the new store, which includes bergamot, citrus, vetiver and tonka.
“The scent really is to add to the store experience for now,” Worthy said. “Though nothing is off the table for us as we strive to meet the demands of our customers and offer the best-in-class in experience, service and product.”
Politix hosted in-store activations over the weekend to mark the opening, including spring/summer previews, and a competition to win a tailored wardrobe worth $1,000.
“Our new store design echoes our commitment to be the number one destination for ready-to-wear menswear in Australia,” Worthy said. “In 2023 we’re here for the modern gentleman, as we elevate our product ranges and our online experience, our network of retail stores is our next focus.”