The temporary P.E Nation store will run over Christmas and into the New Year until January 23, and stands as a trial for the brand in the format of a physical location. If successful, further development into the bricks-and-mortar space will be explored.
Founded by Sydney fashionistas Pip Edwards and Claire Tregoning, the duo see the store as a branding exercise, which will help capture a bigger market, especially in light of Christmas shopping.
“There has been a real lifestyle shift where people want to feel fitter and healthier, so naturally activewear and athleisure has become a more significant part of our everyday wardrobes. We’re just so excited to bring P.E Nation to life with our own standalone store,” Tregoning told media.
The pop up location was designed by interior architect Kelvin Ho, who has worked with APC, Dion Lee, Bassike, Lover, Saturdays NYC and Merivale.
Edwards previously worked for fashion houses Kusbi and then Zimmermann, which is where she and Tregoning met and went on to cement their business partnership.
(Source: Fashion Network)