P.E Nation opens first ever pop-up in Sydney, tests physical store waters

By

Benjamin Fitzgerald

Published
Dec 21, 2016

Making the move from on to offline, activewear brand P.E Nation has launched its first bricks-and-mortar store in Sydney this week at Westfield Bondi Junction.

The temporary P.E Nation store will run over Christmas and into the New Year until January 23, and stands as a trial for the brand in the format of a physical location. If successful, further development into the bricks-and-mortar space will be explored.

Founded by Sydney fashionistas Pip Edwards and Claire Tregoning, the duo see the store as a branding exercise, which will help capture a bigger market, especially in light of Christmas shopping.

“There has been a real lifestyle shift where people want to feel fitter and healthier, so naturally activewear and athleisure has become a more significant part of our everyday wardrobes. We’re just so excited to bring P.E Nation to life with our own standalone store,” Tregoning told media.

The pop up location was designed by interior architect Kelvin Ho, who has worked with APC, Dion Lee, Bassike, Lover, Saturdays NYC and Merivale.

P.E Nation launched its online store in March 2016. The brand has a strong online presence, and has been stocked in large Australian department stores like Myer and David Jones.

Edwards previously worked for fashion houses Kusbi and then Zimmermann, which is where she and Tregoning met and went on to cement their business partnership.