Australian fashion label Ena Pelly has opened its first physical store in Melbourne, coinciding with the introduction of EP Athleisure, a new sportswear line.
The store opening is in conjunction with interior architecture firm, Studio Tate, and is located in High Street Armadale’s retail sector.
Ena Pelly Melbourne features a minimalist design approach with natural materials sleek finishes and a relaxed, neutral palette. It also has aniline leather floor-to-ceiling curtains.
“We wanted to imbue our new Armadale location with a sense of modern luxury. Ena Pelly is all about effortless yet elevated style, which is brought to life in the design of our latest store,” said co-founder and creative director, Danielle Wilkins.
“Our vision is for customers to experience that feeling of ease and exceptional quality when they step into our world.”
In addition, Ena Pelly has also launched EP Athleisure, a new era of streetwear pioneered by Renee Enright. The collection is the result of three successful collaborations with Enright, the recently appointed EP Athleisure creative director.
EP Athleisure Collection 01 is available to shop via the Ena Pelly website.
Founded in 2014 in the South Melbourne Markets, Ena Pelly currently operates a direct-to-consumer website and 90 stockists around Australia, and is sold at David Jones and The Iconic. The brand is also seeking to expand into the US later this year, most likely in New York and Los Angeles.
