Activewear brand The Upside is opening its second retail destination at Westfield Miranda.
This follows the opening of its flagship Westfield Bondi Junction store.
The Upside founder Jodhi Meares said the location is an ideal fit for the brand.
"We thought Miranda was a great location to follow up our successful first bricks and mortar store in Bondi.
"From customer feedback and sales we knew The Upside has a strong following in the area.
"Our head designer grew up and still lives in The Shire and as a Sydney-based label we knew that the locals love being outdoors and lead active lives.
"Important to our current and future retail plans is finding locations with a good lifestyle fit for our brand."
The new 40sm boutique references Hamptons beach houses with a sun-bleached shingled exterior and white-washed wooden panelling.
A tiled floor mosaic greets customers, which is in-laid with the brand's signature motif, an arrow.
The spring 2015 Kung-Fu Hippie collection will be the first range available, featuring tie-dye prints clashed with paisley, camo and French navy stripes.
The Upside was launched over a year ago via its online retail portal.
It has since been picked up by leading retailers including NET-A-PORTER.com, Urban Outfitters, Stylerunner.com, David Jones and General Pants.