Paire founders Nathan Yun and Rex Zhang. Source: Supplied.
The Paire shopfront is boarded up, but make no mistake: the brand isn’t going anywhere.
Instead, the Australian apparel brand is outfitting a new flagship store in the heart of Melbourne, defying a consumer spending downturn and inverting the relationship between physical and digital retail.
Paire, a retailer of high-end socks, t-shirts, and loungewear, plans to open its new store in the city’s upmarket QV shopping complex.
It will replace a pop-up store, which Paire co-founders and Smart50 finalists Nathan Yun and Rex Zhang hoped would complement their growing e-commerce business.
The experiment was a success.
Paire is now working with architecture and fit-out experts In Addition and Trust Projects to transform the premises, which will re-open in September.
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