AUSTRALIA. The Purely Group, in which Lagardère Services Asia Pacific became an equity partner earlier this year, has opened two new-look Purely Merino stores at Brisbane International Airport
One is a 136sqm airside store, the other a 168sqm landside outlet.
The Purely Group has operated Purely Merino stores at the Queensland gateway since 2004.
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Increased space has allowed the specialist travel retailer to extend its range within a premium environment | |
As part of the airport’s major terminal upgrade the move into these new tenancies has seen a doubling of the floorspace dedicated to the brand.
With an increase in space, the offer has been expanded to include the company’s “˜Super Fine Merino’ men’s and ladies fashion ranges. This luxury premium grade fabric is made from 16.5 micron wool, making it perfect for trans-seasonal dressing, the company said.
The Purely Merino product mix is designed to cater to the wide range of demographics found within the tourist industry. Products include high fashion garments, lifestyle clothing, luxury homewares, cosmetics and a broad range of sheepskin footwear and clothing accessories for men, women and children.
The stores have been designed to give a sense of warmth. The materials, like the product, are natural with an emphasis on natural finishes and textures; blending contemporary elegance within inspiration drawn from the Australian wool shed.
Joint Managing Director John Hanrahan said: “Australian Merino wool is a premium fibre of unrivalled quality, superior in both comfort and durability. The Purely Merino mission is to present a showcase of the finest Australian Merino products that represent quality, value for money and uniqueness.”
ABOUT THE PURELY GROUP
The Purely Group was founded in 1982 by John Hanrahan and Alan Boyd and has become a leader in the Australian tourism market. It now operates 21 Purely Merino and Purely Australian stores across Australia. In 2008 Lagardère Services Asia Pacific become an equity partner.
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