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Australian actress Nikki Osborne was among the guests that attended the store opening

Thomas Sabo expands brand presence

2.4 k views | Posted May 06, 2014 | By Stephanie Chan • Staff Journalist

International jewellery brand Thomas Sabo has expanded its number of local stores, with the opening of a retail outlet at Melbourne’s new Emporium shopping complex.

Celebrities, bloggers and media were invited to browse the German brand’s latest jewellery and watch collections at the new location last week.

The opening marks Thomas Sabo’s eighth brand-only store in Australia and its second in Melbourne, with others located across Sydney, Adelaide and Perth. There is also one in Newmarket, New Zealand.

Companies also often refer to such outlets as concept, boutique, flagship, mono-brand or company-owned stores.

Duraflex Group Australia managing director Phil Edwards with Nikki Osborne

Phil Edwards, managing director of Duraflex Group Australia, the local distributor for Thomas Sabo, told Jeweller that while the business aimed to have a brand-only store presence in most capital cities, “Our focus remains firmly on our retail partners nationally and partnering with them to grow their business with Thomas Sabo.”

When asked how company-owned outlets affected Thomas Sabo’s more than 300 Australian independent retailers, Edwards said that they had had a positive impact. “Thomas Sabo boutiques [brand-only stores] create an ideal brand statement and generate significant brand awareness,” he explained. “Since the opening of the flagship store [QVB, Sydney] in 2009, we have seen significant growth of the brand in Australia.”

As part of this brand statement, the stores feature black furniture and wallpaper that is updated annually to reflect the seasonal jewellery designs. This is carried out internationally across all Thomas Sabo company-owned retail outlets, and is a concept that Edwards believes is unique to the brand.

He explained that the main criteria used when selecting a location for one of these stores included: a premium site location in an iconic shopping centre or shopping precinct, and proximity to suitably aligned brands.

“We are thrilled to open our newest boutique at Emporium,” he added. “The innovative complex is set to be the premier retail precinct in the CBD and we are subsequently very excited about the increased brand awareness that this boutique will bring to Melbourne.”

Emporium Melbourne officially opened on 16 April 2013.