Nadia Bartel’s huge Henne announcement after fans queued for 2 hours to get in Sydney store

A popular fashion brand, owned by a popular Aussie influencer, has revealed big news after fans exposed scenes outside its Sydney store.

Nadia Bartel has apologised after fans of her popular fashion brand were forced to queue for 2 hours just to get inside her store.

The hugely successful influencer, who was previously married to AFL star Jimmy Bartel, launched Henne in 2020 as a small online retailer but the brand has since grown in popularity and now boasts two bricks and mortar stores.

Most recently Henne opened a boutique in the ritzy suburb of Paddington in Sydney’s east, its first store outside the label’s home state of Victoria, that has become a mecca for the style-conscious, even attracting celebrity and influencer shoppers.

But unfortunately, not everyone has been able to get inside, with social media users reporting long lines and wait times outside the stylish shop, prompting Bartel to publicly address complaints.

“We absolutely acknowledge the disappointment felt, this is not an experience we would ever choose for our community,” the 39-year-old told news.com.au.

“The rapid rise in demand for Henne exceeds anything we could have possibly expected.

“It is incredible to have this support, but it also creates growing pains for us such as this, right now we are actively working to improve the in-store experience on a short term and long-term basis.”

Nadia Bartel has apologised after fans of her fashion label were left queuing outside her Sydney store for 2 hours on the weekend. Picture: Instagram/NadiaBartel

‘Poorly managed queues’

Central Coast lawyer and mum Claudia Rose is among those who have been affected, telling news.com.au she queued up for an hour on Saturday, only to get to the front of the line and be told there was an hour long wait for the change room once inside.

“I was very surprised to see a queue however the line actually didn’t consist of that many people, I’d say around 10 – 15, so I didn’t think it would take that long,” she explained.

“There was no sign or communication of how long to expect to wait.

“After waiting for an hour, we were second from the front when the shop lady came out and advised that it was a further wait of one hour, as there were 10 people in the store waiting to access the change rooms.”

One woman shared her experience visiting the new Henne boutique in Paddington. Picture: TikTok/@claudiaarose15

The lawyer and mum said she was ‘annoyed’ after waiting in line for an hour and discovering there were further delays. Picture: TikTok/@claudiaarose15

As a result, Claudia decided to “give up”, noting she and her friends had waited in “the blazing sun with no refreshments” or even the option to buy a drink.

“I had driven down from the Central Coast and was happy to wait for say 30 minutes to get in, but once it started to go for so long, and then being told they weren’t letting anybody else in for an hour, I could no longer wait,” she stated.

“The staff were nice and doing their best, you could see they felt uncomfortable delivering the message, and I understand it’s not their fault.

“I just felt annoyed as I felt I had put in the time to wait for an hour and then when I was almost in, was informed of a further delay.”

After admitting defeat at the “poorly managed” situation, Claudia decided to share her experience on TikTok.

“Oh my God, a 2 hour wait to set foot in Henne in Sydney, Australia? I’m sorry?” Claudia said in the clip.

‘Oh my God, a 2 hour wait to set foot in Henne in Sydney, Australia? I’m sorry?’ Picture: TikTok/@claudiaarose15

Her experience quickly resonated with others, who suggested part of the reason for the delay is due to the fact Henne runs a “showroom system”, meaning only sample sized garments are stocked on the floor.

“The change room system is a joke,” one shopper stated in the comments.

“It’s very weird, I wouldn’t go back until they sort that out, just give me a regular retail store experience,” another agreed.

‘Incredibly humbling support’

Bartel said the Henne team were working hard to find a resolution to the problem, stating it was “increasing staff support and revising our fitting room protocols as well as actively exploring new store locations/sizes/layouts” to help reduce wait times.

“Our customers are at the heart of everything we do, and we’re committed to ensuring they have a positive experience with us,” she said.

“It’s incredibly humbling to see how Henne has resonated with so many people. Witnessing this level of support is beyond what we ever anticipated and makes us so grateful to everyone who has been a part of our journey.

“We are genuinely grateful for everyone’s patience as we work towards rectifying the situation with the respect and focus it deserves.”

Bartel, 39, said the Henne team as working to fix the problem. Picture: Supplied

Henne opening second Sydney store

The entrepreneur, who juggles her busy workload alongside her role as a mother of two, also added she was excited to announce she was opening a second NSW location in the Strand Arcade in order to help with demand.

“We’re excited to share that we’ll be opening a new Sydney store in the Strand Arcade soon,” she told news.com.au.

“We’re also exploring additional locations across Australia, as we want to bring Henne closer to our customers and make the in-store experience more accessible for everyone.

“We would love to find some larger locations; with the knowledge we need a larger footprint to meet demand.”

Henne has exploded in popularity since its arrival on the fashion scene, which Bartel credited to the brand’s unique business model.

“Henne goes against the traditional large collection release and instead releases fortnightly ‘drops’,” she explained.

“This approach ensures minimal wastage and gives customers ongoing excitement. Often, we cannot predict what the ‘hot’ item will be, but within 24 hours we have a strong response from our community.”

And as for her favourite ever item, she said it’s the Valentina jeans.

“The cut and quality works so well for every aspect of my busy lifestyle. I wear them to the office, out for dinner, or with my boys at the basketball court on the weekend. They are my versatile and reliable go to item.”

Originally published as Nadia Bartel’s huge Henne announcement after fans queued for 2 hours to get in Sydney store