PVH opens third Tommy Hilfiger store in less than a year

The Tommy Hilfiger store in Perth, WA.

US-based PVH Corporation opened its 13th full-price Tommy Hilfiger store in Australia on Friday, just days after the fashion brand held its Tommy Now runway event in Paris, featuring a collection designed in partnership with American actress and brand ambassador, Zendaya.

The new store, located in Sydney’s Mosman suburb, showcases the TommyXZendaya collection and the brand’s Spring 2019 collection, in keeping with Tommy Hilfiger’s early adoption of the ‘see now, buy  now’ runway trend. Customers can also shop the brand’s denim collection and newly launched men’s and women’s sportswear collections.

The store, which opened on International Women’s Day, also offers the brand’s IWD capsule collection, which features t-shirts and sweaters with inspirational slogans, such as: “Be the change” and “Powerful”. The brand is donating $1 from every style sold to the International Women’s Development Agency, a non-profit that works to advance women’s rights and gender equality in Asia Pacific.

Spanning 130sqm, the store design reflects Tommy Hilfiger’s new global retail concept, which fuses the brand’s American heritage with clean, modern finishes and a bright, airy aesthetic. A high-resolution digital screen showcases the brand’s latest global campaigns for an immersive brand experience.

The Mosman store is the third Tommy Hilfiger store to open in the past eight months in Australia, reflecting the parent company’s efforts to minimise its exposure to Myer and other struggling department stores by increasing its retail presence. The brand opened a store in Burwood, NSW, in June 2018 and in Perth, WA, in October. The brand also launched an online presence in Australia in September.

In a presentation to investors in May 2018, PVH Brands Australia, a 50-50 joint venture between PVH and local apparel retailer Gazal Corporation, which held the licences for  Tommy Hilfiger, Calvin Klein and Van Heusen in the local market, said it would open 34 stores across the brands in the coming years.

Since then, PVH has announced an agreement to acquire Gazal. The closing, which is subject to shareholder, court and regulatory approvals, is expected to occur in the second quarter of 2019.

Tommy Hilfiger operates 1800 stores in over 100 countries around the world.

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