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The new Alex and Ani stores are expected to be a 'beacon for the brand'
The new Alex and Ani stores are expected to be a 'beacon for the brand'

Alex and Ani to open 9 stores before Christmas

Alex and Ani has announced plans to expand its Australian retail presence by opening nine brand-only stores before Christmas.

The ‘network’ of retail outlets will mark the first company-owned Alex and Ani stores in Australia. The US-based jewellery collection was launched locally in 2015 and there are currently more than 120 retail stockists in Australia and New Zealand.

In addition to its first ‘concept’ (brand-only) store, which will open at the Fountain Gate shopping centre in Melbourne on 4 November, eight jewellery ‘studios’ will be unveiled at Westfield shopping centres across the country.

Karin Adcock, CEO of Alex and Ani local distributor House of Brands, said the decision to establish brand-only stores was fuelled by an “overwhelmingly positive response” from the local market.

A rendering of how the
A rendering of how the 'studios' will appear

The first studio, or kiosk, will open in Chatswood, Sydney, on Thursday 20 October.

When asked why the term ‘studio’ was used instead of ‘kiosk’, Adcock explained that the outlet would be quite different to a typical shopping centre kiosk.

“We like using the name ‘studio’ as it perfectly depicts our ethos and brand position through beautiful fixtures and positive meaning supported by passionate staff.”

She said each studio measured 20 m2 and was designed to give consumers a “unique branded experience that a simple kiosk can’t deliver”. A kiosk commonly refers to a free-standing retail outlet located within a shopping centre.

“We are starting out as a new brand and have created inviting studios as we prepare to move into our ultimate home in concept stores. As we find suitable locations in the centres we will move into those,” Adcock added.

Spreading the word
Karin Adcock, House of Brands CEO
Karin Adcock, House of Brands CEO

Company-owned stores are becoming more popular amongst jewellery brands and Adcock said rather than competing with existing stockists, retailers would benefit from increased brand awareness.

“We see the studios and the concept store as a beacon for the brand,” she said. “They are live billboards where customers can come and get the full branded experience in our Alex and Ani environment.

“By opening these locations we will reach a much larger audience who will get to know the brand and, little by little, we will spread the word about Alex and Ani, which will ultimately benefit everyone.”

Alex and Ani was founded in 2004 and specialises in eco-conscious collectible charm bangles.

More reading
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ACCC drops Pandora, Alex and Ani investigation
ACCC begins Pandora jewellery investigation
Adcock launches Alex and Ani in Australia

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