Inside Cotton On’s Geelong global flagship store
The first photos from inside Cotton On’s new global flagship store reveal what will be in store for the successful Australian retailer. SEE THE PHOTOS
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Cotton's new-look global flagship store has arrived in Geelong.
The Geelong Advertiser was allowed an exclusive sneak peek at the Westfield shop, to be officially unveiled on Saturday.
The 900 sqm location – three times the size of Cotton On’s traditional stores – features men’s, women’s and Cotton On Body clothing under one roof.
Heritage inspired with elevated finishes, the front entrance gives the impression of a brick-and-mortar streetscape.
Described by Cotton On’s Head of Global Customer Experience Rob Hede as “heritage inspired with elevated finishes”, the front entrance gives the impression of a brick-and-mortar streetscape.
Mr Hede said the scale and size of the store was something the city hadn’t yet seen from the brand.
“We’ve opened amazing stores in LA, Singapore and Hong Kong, now to have one 5km from the head office and where it all began is pretty amazing,” he said.
“We want it to feel like a hometown store, with a forward looking brand.”
The grand reopening also promised a sneak peek at Cotton On’s new season before it officially launches Australia-wide next week.
One of Australia’s largest retailers, Cotton On was born from the boot of a Ford Bronco at Norlane’s Beckley Park Markets in 1988.
A dedicated denim section in the new store pays tribute to the heritage of founder Nigel Austin’s first-generation jackets.
The first Cotton On store opened in Geelong in 1991 and was a staple in many Aussie households by the early 2000s.
It announced its first international expansion in 2006, and now operates in more than 20 countries worldwide.
The Geelong-based empire now spans more than 1500 stores and seven brands including Cotton On Body, Typo and Factorie.
New technology shows digital lookbooks to potential shoppers, while a central marble countertop, new-look wood treatments, columns and finishings set the store apart from others.
Another new initiative allows shoppers to order clothes direct to their home, for no extra charge, if the store doesn’t have their size in stock.
“Team members have their own personal mobile device as well so they can search for certain styles,” Mr Heded said.
“It’s about creating a seamless, easy moment for the customer.”
Mr Hede said new, roomy wood-panelled fitting rooms had been designed to create a calming, quiet moment from shoppers while they tried on clothes.
A usual 12-week turnaround had stretched into more than five months of planning for the design and layout of the new flagship store.
“It took nearly six months to plan and finish the store,” Mr Hede said.
The store moved from its longtime Geelong CBD home at Market Square Shopping Centre in May 2022.
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Originally published as Inside Cotton On’s Geelong global flagship store
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