Baby clothing retailer, Purebaby, has reopened its newly redesigned store yesterday.

The newly renovated and extended flagship store, which now spans over 125sqm, features a gifting station where customers are invited to assemble their own gift selections, including a variety of wrapping options.

“Reopening the store is a wonderful way to launch our spring summer 16 collection,” said Mirabai Winford, creative director and founder of Purebaby.

“Since we first opened the store in 2012 we’ve opened eleven other stores across Australia, as well as concessions within David Jones, but it’s particularly nice to see our flagship store rejuvenated,” Winford said.

The reopening of the retailer’s flagship store follows the recent launch of Purebaby at Westfield Southland.

This latest addition is the 21st store in Purebaby’s nationwide retail portfolio, which includes nine concessions in David Jones, with an international store to open in Dubai later this year.

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