RAGTRADER:  Daniela Aroche

MELBOURNE:  Womenswear label Metalicus is headed for expansion and an overall refresh, with a batch of new-look stores to open within the next few months.

Despite a recent move over to Myer from David Jones and the launch of its 21st store in Australia, Metalicus is set for more change, with PAS group chief executive Eric Morris revealing that the label will welcome three new stores to its existing network by June this year.

The first store, at Westfield Southland in Victoria, will open doors by the end of this month (May 27), followed by a Metalicus factory outlet at Birkenhead, Sydney, on June 9 and another stand-alone Metalicus store to launch in the Queens Plaza shopping precinct in Brisbane by June 26.

Morris said there are also another seven stores planned to launch within the next financial year across New South Wales, Victoria and Queensland.

“We are focussing on a heavy retail rollout and we’ve got a lot of target sites in mind, but we are in negotiations as we speak,” he said.

However, Morris said that while Metalicus has its eye on retail development, it will not lose sight of its wholesale business.

“While we are looking to expand our retail, we are not forgetting about our wholesale side of our business,” he said.  “We see it to be very important and we have programs in place to support our wholesale accounts, so we are allocating marketing funds to that side of the business too.”

Morris also revealed that the brand is looking at revamping its store concept and is currently considering ideas for the imminent redesign.

“Like any brand, you need to constantly evolve your retail fit-out and we’re evolving further now,” he said.

“We have engaged the services of [store design company] Hecker Guthrie, and we are in the stage of costings and prototypes at the moment.

“We need to create a store look that’s on brand and flexible.  We also need it to be applicable to the concessions that we’re putting into Myer, and it needs to be something that can also take us internationally as part of our expansion plan down the track.”


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