Ray-Ban to open first Australian ‘concept’ store

The Melbourne-based store will also have exclusive access to several limited-edition models that have never previously been available in the local market.“This new Ray-Ban store is an important milestone in the expansion of the brand in Australia. Australian consumers, especially Melburnians, are extrely savvy about quality and trends, and this new Australian boutique will bring th a unique, world-class eyewear experience,” general manager of Luxottica Optical Retail Australia and New Zealand Mr Alfonso Cerullo said.“Ray-Ban’s story is irrevocably entwined with music and pop culture, and the store will showcase those Ray-Ban classic and iconic styles, along with exciting new collections.”The store will stock more than 650 pairs of eyewear, including juniors, and ploy a full-time optometrist. In-store digital tools have also been designed to allow customers to read into product stories and the history of the brand.“This important Melbourne opening follows in the footsteps of our store openings in New York, London, Tokyo and Milan. We want to create an experience and not just a store for Ray-Ban customers,” global Ray-Ban brand director Mr Alessandro Chiarelli said.“We want to translate the core principles of the Ray-Ban spirit into a physical space, the best expression of the Ray-Ban brand.”The store will be located in Westfield Doncaster and is due to open on October 3.