The Edward Street high-end retail strip is set to expand, as Brisbane-based menswear brand Urbbana creates a new flagship store.
Founder and designer, Sam Abi, recently secured a lease at 106 Edward Street – a 230sqm ground floor space in the heart of the CBD.
Urbbana was established in 2009 in Brisbane, with a focus on traditional tailoring, fine fabrics and signature styles encompassing Australian flair and Mediterranean influences.
Quickly becoming a go-to for Brisbane’s most stylish men, the Urbbana label has continuously expanded and is now stocked in select boutiques in Sydney, Melbourne and Perth, as well as standalone stores in Hamilton and Surfer’s Paradise.
The new store is the next step forward for this burgeoning Queensland brand, and is Urbbana’s most ambitious bricks-and-mortar venture to date.
“I am so excited to launch my new flagship,” Sam Abi said. “As our biggest store yet and located in the heart of the city, this will be the new jewel in the crown for Urbbana. I’m proud to be joining one of Brisbane’s most prestigious retail areas on Edward Street, and representing local Queensland designs alongside renowned international brands.
“This certainly won’t be your average shopping experience for men. It’s about taking your time, enjoying the quality of the materials, finding your perfect fit and the right accessories to pull your outfit together. It’s about enjoying a bit of luxury.”
The fit-out, costing in excess of $700K, will ooze opulence with high-shine black flooring, illuminated display boxes, crystal chandeliers, copper ceiling details, plush modern lounges, oversized fitting rooms and artworks including Brisbane city scapes.
Customers will even enjoy an on-site barber, ‘Le Barber’, creating a complete shopping and pampering experience for men.
Justin Mollard, Director of JPM Commercial, said the building’s owner was very particular about who the space would be leased to and that Urbbana was the ideal tenant.
“We knocked back several tenants including at least a couple of well-known national businesses. We felt that Urbbana and what they planned for the property was the exact type of tenant we were looking for,” Mr Mollard said.
“Edward Street is continually evolving into a truly world class retail high street with a particular focus on luxury fashion and accessories. I see the street only growing in popularity as it will always be central to the CBD retail and financial precincts as well as the growing residential and student dominated areas.
“A store like Urbbana will further activate the popular retail strip by increasing retail activity in the Charlotte – Mary Street block,” Mr Mollard added.
The new flagship will stock solely local designs, with fashion and accessories made exclusively for Urbbana. Customers can expect to find everything from perfectly tailored suits and shirts to accessories that add an individual touch to every outfit, such as ties, pocket squares, cufflinks, bags and wallets, and a full collection of shoes, from casual to formal.
All garments and accessories are quality crafted and feature the unique Urbbana flair, making every man look his best; whether in classic black-tie or outfits with a distinctive edge.
Opening this December, the Urbbana Edward Street flagship store is the ultimate destination for Brisbane’s men of style.
The Brisbane City Council has commenced it’s Edward Street retail transformation program with works soon taking place between Queen Street and Charlotte Street.
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