American lifestyle brand LeSportsac has opened its first pop-up store in Sydney, in partnership with Asian brand operator, Bluebell Group.
The new LeSportsac pop-up, which is housed in The Galeries, a centre for eating, fashion, and art in the middle of Sydney’s CBD, is set to open in six months with the goal of giving Australian customers an immersive experience to discover and enjoy the brand’s assortment of accessories.
LeSportsac is preparing to launch its trademark line, the worldwide Classic and Essential collection, into the new market in Australia. With the launch of an Australian-focused e-commerce website planned for mid-December, it also acts as a starting point for evaluating consumer reaction and investigating the possibility of brand extension into the country.
In keeping with the two companies’ previous collaboration in Singapore, Malaysia, and Taiwan, Bluebell Group will manage LeSportsac’s operations, marketing campaigns, and future brand development in Australia as part of the entrance.
Managing director of Bluebell Southeast Asia and Australia Nelly Ngadiman remarked, “It is such a great honour for us to extend our existing partnership with LeSportsac in South East Asia and Taiwan to the Australian market.”
