InStitchu has continued its bricks and mortar evolution adding an eleventh retail location to its portfolio, by way of a second Melbourne showroom, situated on the thriving Little Collins Street.
In contrast to the intimate setting at InStitchu’s existing Lonsdale Street location, on Level 3 of Mitchell House, the new showroom makes a statement in the iconic shopping precinct of Little Collins Street.
“We’re really proud to continue to grow our footprint with this new Showroom, which is our 11th across Australia and the United States. Our mix of new-world retail innovation and old-world tailoring is unique in the market, and we’re thrilled that demand has encouraged us to invest in another physical location in Melbourne. It’s particularly gratifying to be able to open in such a beloved shopping destination and to be able to service the menswear savvy communities of Melbourne.”Co-Founder James Wakefield
The new location will service growing demand for the brand in Melbourne, which, surprisingly, shops lightweight when it comes to fabrics. “We sell a lot of linens and lighter weight fabrics in Melbourne. You’d think it would be the other way round due to the cooler climate and obviously other suiting brands in the city have made that assumption, carrying wrong stock and not listening to customers,” said Wakefield.
Unlike the destination-driven Lonsdale location, which is a 5 min walk away, The Little Collins Street showroom lures window shoppers with a dominant glass street-frontage displaying the brand’s latest ‘Man in the Moment’ collection and signature interiors within. Industry-leading technology will allow customers to design and customise their own garments from the ‘design bar’ in the centre of the store or while relaxing on velvet lounges, perusing fabrics samples, dram in hand.
Co-Founder Robin McGowan says the new Showroom is an exciting new chapter for the brand: “Melbourne, and particularly the thriving hub around Little Collins Street, is the spiritual home of fashion in Australia. It’s humbling to join that story and open our second Melbourne Showroom, this one with street frontage, in this bustling cosmopolitan area, neighbouring so many of the world’s most innovative and sophisticated designers.”
The new Showroom, Robin says, is another way for tech-savvy lovers of menswear to get up close and personal with the brand and their signature old-world tailoring experience with a modern twist: “While a lot of our sales are online, it’s clear that many of our customers appreciate the ability to come in for a personal fitting for their body shape under the guidance of our expert Stylists.”
InStitchu Little Collins Street is now open for appointments and drop-ins and will take individual, wedding party and group bookings. Every order is placed through the InStitchu online e-commerce store InStitchu.com and is covered by InStitchu’s Perfect Fit Guarantee.
InStitchu is offering TVG readers $100 off when you spend $500. Peruse their collection or book a fitting at perfectfit.institchu.com.