SIR expands interstate with a new site: Ragtrader

SIR has expanded its commercial footprint in Queensland with its third Australian store on Brisbane’s James Street.

This follows the label’s first flagship in Bondi which launched in January this year, with another in Claremont, WA.

SIR partnered with Australian interior designer Tamsin Johnson to help design the store concept, who also helped design the Bondi location.

The new James Street store joins a selection of high fashion brands including Aje, Bassike, Carla Zampatti, Lululemon, Sass & Bide and Zimmerman.

“Brisbane has an advantage,” Johnson said. “It’s not exactly ‘coastal’ and seems to have its own unique character.

“There’s a slight ‘LA’ feel that permeates, so I wanted to capture that with this space, while still being quintessentially SIR.”

The interior features aggregate concrete floors, white carpeted walls with teak detailing, terracotta rugs and vintage furniture.

SIR was founded by Nikki Campbell and Sophie Coote in 2014. Their expansion into Australia follows successful pop-up stores in LA, New York and the wider US.

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