If you’re going to launch a fashion brand in the UK, then Oxford Street is the place to be. Aussie online athleticwear label P.E Nation has launched a pop up in world renowned retail store Selfridges this month.
2017 looks set to be a promising year with the activewear brand meets street brand P.E Nation, launching a pop up store within Selfridges on London’s Oxford St last week, and will also participate in Berlin’s PREMIUM International Fashion Trade Show after winning the Young Designers Award in the activewear category.
Since launching in March 2016, Sydney based P.E Nation has secured more than 80 stockists worldwide, including premium global retailers Selfridges, Net-A-Porter, Lane Crawford and My Theresa; has more than quadrupled its own online sales; and expanded its product categories to include swimwear, denim and accessories. The brand has a strong online retail presence in Australia, and is stocked in department chains Myer and David Jones as well as online retailers including Stylerunner.
“We’re thrilled to be able to showcase P.E Nation within the walls of Selfridges. Not only is its Body Studio world class, but its prestigious reputation is recognised globally,” said Pip Edwards, Cofounder, P.E Nation. “To have this opportunity less than a year since we launched is just the icing on the cake for an incredible year”.
The Q1 collection, All Stars, will be available from January 2017 through to the end of February, including 25 styles created exclusively for Selfridges, and it available in its pop up store and via Selfridges online store.
This same collection was shown in the Australian Fashion Chamber Showroom during Paris Fashion Week, which subsequently won the brand a place at PREMIUM, an international trade show that bring together premium brands from the fashion and lifestyle sectors.
Edwards is currently in London to participate in designer meet and greets at the pop up in Selfridges.
The activewear online retailer recently celebrated the launch of its first bricks and mortar store in Sydney’s Westfield Bondi Junction last month, with the temporary store running till January 23rd 2017, which is a trial for the brand operating in a physical location, allowing for further development into the bricks and mortar space.
The company’s co-founders Claire Tregoning and Pip Edwards both have a strong background in retail and fashion, and combined their skillset to produce P.E Nation less than a year ago.