Superdry is preparing to maximise on the seasonal alignment of its brand partner in Australia with a store opening in Westfield Doncaster.
Brand Collective GM Alastair Davies said the new opening leverages the strength of both businesses.
“We're headquartered in Melbourne, so to expand and strengthen our store portfolio in Melbourne - which allows us to really go after that winter jacket market and consumer, we're really, really excited about it.
“We've had some success with some of our wholesale partners in Doncaster, but we've never traded vertically there.”
The new 150 square-metre store includes wooden feature walls, a customer service station, shelving and houses Superdry's core product range.
Superdry has 22 store locations across Australia. Brand Collective operates a portfolio of owned and licensed brands including Volley, Superdry, Clarks, Elwood and Hush Puppies.