Womenswear retailer Sheike has reopned its Chadstone flagship store with a new store concept on August 16 - the first of many to gain a refresh.
Sheike general manager Marie Ektoras confirmed this brings Sheike’s total store count to 54 Australia-wide.
“Our Chadstone store has been part of our brick and mortar portfolio and one of our top flagship boutiques for almost a decade now,” Ektoras said. “Brought to life by North + North, we worked with the team to reimagine our store design, with Chadstone being the first to revel in the new concept.
“On average, we look to open a handful of new stores per year, with a few more in the pipeline before the end of 2024. Other than Chadstone, our most recent store found a home in Stockland Wetherill Park Shopping Centre in May.”
Ektoras said the redesign of the 138 square metre store at Chadstone is aimed to improve customer experience through a revised layout and lighting.
“The driving principle was to create harmony between our digital presence and our in-store experience,” she said.
“In a hope to bring our signature warmth and femininity to the space, we opted for a pared back palette of earthy hues, organic textures and softened edges. We wanted to create a welcoming setting where our collections can naturally take centre stage.
“On our shopfront, curved shapes with subtle lighting and variation in depth is dramatic and easily visible from a distance. We custom-designed a modular fixture suite with room to grow; and our mid-floor fixtures will vary in shape, size, texture and functionality to allow our customer to shop an edit in a single location.”
The Chadstone store's fitting rooms were also revised, including more room for shoppers to move.
Speaking on its digital arm, Ektoras said the brand’s online sales for FY24 were up 15 per cent on the prior year.
“Our objective is to increase revenue and conversion, whilst reducing friction for the consumer,” she said. “Part of our digital transformation has involved auditing all our platforms and end-to-end customer experience. We’ve also recently introduced Refundid (instant refunds) in response to customer demand for easier end-to-end purchasing.
“In the digital marketing space, we are maximising new customer acquisition and marketing ROI on both our owned and earned channels.”