In a strategic partnership with the Bluebell Group, a premier omnichannel brand operator and distributor in Asia, Gentle Monster has introduced its inaugural flagship boutique in Australia at Chadstone Shopping Centre in Melbourne.
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Gentle Monster and Bluebell Group first partnered with the launch of the brand’s premier travel retail boutique at Sydney International Airport in November 2022, followed by a second Gentle Monster shop-in-shop nestled within Sydney’s upscale David Jones department store in October 2023.
With the opening of this boutique, Gentle Monster extends its complete brand experience to Australian consumers.
Spanning an expansive 250 square meters, the store commands a prominent position on the shopping centre’s ground level.
Nelly Ngadiman, managing director, Bluebell South East Asia & Australia, said: “I am so proud of the opening of the Gentle Monster flagship boutique in Melbourne, which is the result of tremendous teamwork between the Gentle Monster and Bluebell.
Our partnership with Gentle Monster is going from strength to strength, and we are honoured for the trust the brand has placed with us. Gentle Monster represents innovation and disruption in the fashion eyewear category, that we are confident the Australian consumer will embrace.”
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Embodying the essence of Gentle Monster, an installation named ‘The Giant Head Kinetic Object’ stands as a focal point within the boutique, transporting customers into Gentle Monster’s cutting-edge universe.
Retail in Asia is part of the Bluebell Group.