Melbourne has always had the reputation as being the fashion and style capital of Australia thanks to our secret shopping haunts, and ever changing retail precincts. When we think of bustling shopping strips cosmopolitan Chapel, bohemian Brunswick, and classic Collins streets usually spring to mind. Think High St and you immediately think Antique stores and Bridal Boutiques.
High Street, Armadale has virtually remained unchanged in the past years, and as an insurgence of culturally aware fashionistas have closed in on suburbia, it was inevitable that there would be a renaissance. Something is brewing in Armadale, and its not just the coffee sipped by the socialite set of Stonnington. High St, Armadale will host some of Australia’s most celebrated designers including Scanlan & Theodore, Roy and Arabella Ramsay, while for others, it will be a brand new home to call their own.
Set on a tree-lined suburban strip, High St has always possessed a profusion of antique stores and markets, galleries and bridal boutiques. However, plans to rejuvenate the street this year will see High St morph into a fabulous shopping precinct, one to rival all the others without compromising exclusivity and allowing retailers room to move, with more bang for their buck. Previously home to large-scale gallery, bridal, cafe or home-ware establishments, space accommodating new retail ventures are more substantial compared to other shopping precincts. “Stores are a lot larger here which allows for more scope to do things differently and more unique compared to our other stores,” says Ellen, Brand Manager at Roy, “The layout of our new store has been sanctioned by more space, so we can therefore showcase and explore more with our range.”
After a great deal of feedback from their customers, Roy decided to open a boutique in High St early this year giving locals an opportunity to enjoy the Roy experience. “Really for us it’s like going straight to the womb. A great percentage of our clientele live in and around the area”, explains Ellen, “High St is close to many schools, and also to Glenferrie Rd where many of our clients do they’re general shopping. This way all their shopping needs are catered for, without having to travel as far as Chapel St, Chadstone or the city.”
Tapping into the 18-30 year old demographic, retailers have stepped into a geographical goldmine with a great deal of their clientele residing in the area and having the means to afford to shop on a regular basis. “They can stroll along the street and peruse through a mix of fabulous boutiques without the monotamous chore of finding a park amidst the frenzy which many shopping strips and centres attract,” says Ellen.
The new Roy store operates like a mini department store with various components including men’s, women’s, accessories and Armadale specific ranges, all set through three adjoining rooms decorated with an eclectic mix of furniture and treasures, sourced from around the world. The store also has toilets facilities and a refreshment centre. “ We wanted to make the shopping experience as comfortable as possible,” explains Ellen.
Arabella Ramsay is also a new kid on the Armadale block. “High St reminds me of the good old days of Chapel St, a classic street lined with beautiful trees and buildings which are architecturally interesting. It gives a homely vibe and that really resonates with the concept of my label, says Arabella an established Australian designer who recently opened her flagship boutique in High St. Spurning the trend of unveiling in Sydney where many Australian designers have done so in the past, Arabella chose Armadale as her retail launching pad, as she wanted to have more control and oversee the business firsthand. “I wanted to find out exactly what the customer desired, and having lived, in and around the area, I felt it was the most natural place to start,” she says.
After surveying several retail strips, Arabella found that High St was most reminiscent of the main streets in the country Victorian town where she grew up, and descended upon a two-story building, which she has renovated, into a shop front and workshop. Strolling along the street, you are instantly drawn to the warm lighting of her store, and greeted by the contrast of freshly painted off-white walls and floors boards and Arabella’s signature pieces, rich in colour and print. Like her designs, Arabella’s boutique has an unpretentious feel. Every characteristic is comfortable, inviting and familiar which she has masterfully related to the mood of the street’s landscape.
Many boutiques opening in High St will be stand-alone shops, which is indicative of how much Australian fashion has grown in great strides. Arabella says that the influence of opening an independent store was the opportunity to showcase her designs autonomously rather than in boutiques fostering several labels, where pieces can sometimes get lost among others. She primarily stocks her own label, with the exception of jeans designed exclusively for Arabella Ramsay by Rappa, and a small jewellery collection by good friend Lucy Faulk.
While there is much buzz surrounding the redevelopment of High St, many are hoping that the new shopping precinct will remain exclusive without transforming into a subsequent Chapel St which can often seem perplexed with increasing levels of chain stores, peculiarly mixed in with designer boutiques. “If you look at how Chapel St was 10, 15 years ago, that is how High St is now; tranquil, clean and sophisticated without the litter of chain stores and the noise of the traffic,” says Arabella, “Many are hoping High St will be reminiscent of the shopping precincts in L.A where clean landscaped strips showcase exclusively selected designers.”
The conglomeration of designers set to open in the following weeks, including Melbourne first timers Tsubi, exalts the trust in High St becoming a street distinct with rare retail quality whilst remaining familiar to individuals who reside in and around it. Retailers like Arabella Ramsay would like to see many of the pre-existing shops stay for this reason, “I hope the antique stores, quirky rare bookshops, and home style food stores stay because they really add to the character of the strip, “ she says, “However, the bridal shops may have to go, it’s a little out-dated.”
Macro Whole Foods is one chain however; retailers are welcoming with open arms. The shabby chic supermarket retails organic and natural products and will open in late September, replacing the iconic Armadale Hotel. With several stores open in Sydney and Melbourne the company aims at targeting fashionable and culturally aware regions without the cheesy chain store glow. Company Director Pierce Cody was drawn to area for several reasons, “I am originally from Melbourne and used to hang out at the Armadale Pub in my uni days and have always loved the comfortable vibe. Nowadays however High St is a bit tired. We need to see a re-emergence of the area,” says Pierce.
The supermarket will encompass an indoor and outdoor café, grocer, and deli, butcher, bottled wine store and a 40-space car park. The old Armadale Upstairs Band Room will be transformed into a Well-being centre with a yoga and pilates studio. “We hope to attract a well-healed, conscious consumer and incredibly increase the foot traffic on High St,” says Pierce. Macro Whole Foods is also reminiscent of the many health food establishments and cafés that preside in the L.A shopping strips abiding to the Californian vibe High St is aiming to attain.
The High St revamp is still evolving with many stores still yet to open. However, in time the street will transform into yet another fabulous Melbourne shopping strip with a stronghold compilation of our most illustrious designers and boutiques. Shops set to be open in High St Armadale are Macro Whole Foods Market, Scanlan & Theodore, Mimco, Tsubi, Zayt, and many more. Shops that are currently open are Arabella Ramsay, Nicola, Roy, Chambermaid, Lee Matthews Workroom, Nicholson, and the gorgeous Shelly’s Store. Watch this space.