Michael Hill offshoot ramps up

 

Emma&RoeSMALLMichael Hill-owned brand, Emma & Roe, is readying for a “quick and broad” rollout, with its first store outside of Australia to open in November.

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Initially launched as a store in store concept within Michael Hill outlets, Emma & Roe opened its first standalone store in Queensland in April.

Specialising in charms, bracelets, necklaces, earrings, and stackable rings, the chain replaced Michael Hill’s former charm brand, Captured Moments.

Emma & Roe has since opened seven outlets across Queensland, including Mackay Caneland Shopping Centre, Westfield Chermside, Maroochydore Sunshine Plaza, Morayfield Shopping Centre, and Browns Plains Grand Plaza.

Michael Hill’s head office is located in Brisbane.

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Next month, Emma & Roe will open at Queensland’s Robina Town Centre, followed by a store at Westfield Manukau in Auckland, New Zealand in November.

Joe Talcott, group marketing manager at Michael Hill, said the group has high expectations for Emma & Roe to grow quickly and broadly, but declined to comment on how many more stores were in the pipeline.

“We are [opening more stores] but I can’t give a specific number because we’re testing as we go. We have to make sure we have everything right,” Talcott said.

Talcott hinted more outlets are planned for outside of Queensland. “We want to keep it close enough now that we can make it easier to watch and test some things, but our goal for Emma & Roe is to take it further than Queensland, and based on our success with Michael Hill overseas and in Australia, we can see that happening soon.”

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Shopping centres, where all seven stores are located, will remain the location focus.

Emma & Roe launched an online store earlier this month.

“The goal is to have the experience pretty seamless,” he said.

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