Country Road Group subsidiary Trenery has commenced a rebrand process, with plans to roll this out across all channels.
The brand has currently updated its website with a new logo and landing page. Trenery will continue this rebranding across 36 David Jones concessions, two new Myer concessions, 35 owned stores across Australia and New Zealand, and 25 Woolworths department stores in South Africa. The brand is also sold online via The Iconic and Qantas Marketplace.
Trenery GM Melanie Remai, who has been with the brand for a year, announced the news via Trenery’s social channels. She said the next phase for the rebrand will be the opening a new store concept in Brighton, Victoria in November.
“From this week, you’ll start to see a new-look Trenery appearing across our platforms, products and spaces,” Remai said. “We’ve chosen to approach this transition responsibly; to minimise waste and environmental impact, we’ll gradually update our branding over the next months as our journey progresses.
“One of the most significant changes you’ll notice is in our collections. We pour tremendous effort and passion into everything we make, celebrating the natural beauty of linen, wool, cashmere, and silk.
“From the first sketch to the final stitch, Trenery garments carry a unique story—of creativity, craft and provenance—brought to life with beautiful styling.”
Remai said the refreshed brandmark and wordmark was created by Australian typographist Andrew Woodhead.
“Drawing on global inspiration with a uniquely Australian character, our brandmark and wordmark symbolise our commitment to elevation in design and storytelling,” Remai said.
“Our team has worked tirelessly behind the scenes to reimagine the ways we create and connect with our community and the world around us. We’ve taken time to reflect on the principles that Trenery was built upon and charted a new direction for the future.”