Lifestyle brand Thankyou has opened a 12-week pop-up called Inside Store in Melbourne’s CBD to increase consumer awareness of its newly relaunched product lines. 

The pop-up store is located at Emporium Melbourne and will be open until September 24.

Thankyou’s new home cleaning and personal care products range – Thankyou Reimagined, which the brand says will become its hero items – will feature at the Inside Store. Both lines were created with sustainability in mind, with natural solutions packaged in refillable bottles that do not detract from the brand’s simple style.

The home care line contains a 100 per cent natural hospital-grade cleaner, and the body care line includes a ‘forever deodorant’ – a 100 per cent natural 48-hour antiperspirant wrapped in a reusable bottle. 

“This year, we’re launching Thankyou Reimagined, and creating a physical space from which to connect with our community felt like an essential stage in that journey,” said Daniel Flynn, Thankyou’s co-founder. 

“A standard shop wouldn’t have been the Thankyou way – this is an experimental space for education and connection, and we’re really looking forward to bringing it to life.” 

Thankyou says the Inside Store will follow very few of the conventions anticipated of a generic retail location, and that it is designed to be 80 per cent experience and 20 per cent retail. A light-to-dark interior fit-out comprises curving, whitewashed walls and a curated product range, including some in-store-only exclusives. 

The store will host a number of events, including educational keynotes from Thankyou’s founders and live podcast recordings.

Thankyou has also collaborated with Outland Denim on the development of a limited edition apparel range, which currently consists of unisex shirts dubbed The Inside Collection. These 100 per cent organic cotton tees are available in black, white, charcoal, and sand colourways and will be available only from the Inside Store.