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Australian fashion label Spell has opened its second store in NSW in the beach city of Manly.

It adds to Spell’s sole flagship store in Byron Bay. 

Spell GM of digital and DTC sales James Domensino said the new store features custom, hand-painted motifs and art installations, alongside an experience area separate from the retail selling space where the brand can host activations for the local community. 

“This approach differentiates the Manly store from Spell's Byron Bay flagship by the blending of retail space with communal areas to gather - enhancing customer connection and creating memorable in-store experiences,” Domensino said.

According to Domensino, Spell is a digital-first brand, with the ongoing core strategy of building personal relationships with the community. 

“While online continues to be our largest channel, our physical retail spaces have proven highly effective in strengthening these connections,” he said. “Pop-up stores and flagship locations have allowed us to interact with our customers face-to-face, offering a tangible extension of our brand. 

“Wholesale also plays an important role by introducing Spell to a wider audience. Together, these channels complement one another, with online leading but physical stores reinforcing brand loyalty and engagement.”

Domensino added that Manly was a perfect choice of location as there is growing demand in the Northern Beaches and the greater Sydney area. 

“Many of our customers frequently visit the Byron Bay flagship store, and having a presence in Manly now provides them a closer, more convenient space to experience Spell,” he said.

“The Manly market aligns with our customer profile—individuals who appreciate artistry, quality, and an authentic connection to the beach-inspired lifestyle that Spell embodies.”

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