I was sent an email about this new undiscovered concept store, called
The Annex, located in Bondi. I was wondering why I was unaware of this store, and then I noticed when I saw the photos, that I had been to this store before, awhile ago though, probably over a year. The reason I didn't recognise them at first was that they just relaunched this year. Previously a store that sold mens and womens wear now only sells menswear.
It's so great to see a store that is dedicated menswear solely. I have to say, Stephanie, (the owner and buyer for The Annex) and I have a similar concept belief. I believe that the men's fashion industry can be lacking in terms of variety in stores and places in which they are stocked, compared to all the huge chain women stores.
The Annex which stores labels from overseas, as well as Australian labels that I love, also has a new online store here at
www.TheAnnex.com.au. They stock every 2 to 3 weeks means, you can be anywhere and have a choice in the newest stuff out. (by the way - the images above are not taken by me)
Here is an interview that we did and you will gain more insight to her decisions in why she made the move to only menswear:
Name: Stephanie Reeve
Occupation: Owner and Buyer for The Annex
How are you? Fine n dandy, thank you!
How old are you? 28
When/why did you start the store?( including the process) I originally opened a different store in 2004 that had a totally different concept to now – back then we sold both men’s and women’s fashion. Earlier this year, we re-launched as The Annex Concept Store which is purely Menswear.
What is your store about?(concept) The Annex Concept Store is all about men! We wanted to bring something to the Australian market that no-one was really doing. There are a very limited number independent boutiques that stock Menswear only. Yeah sure there are the commercial chain stores for guys but not much around for the more fashion-forward guy. You know, the guy who doesn’t want to look like everyone else, the guy who wants to be individual. So we opened The Annex.
How is this store different to any other store and shopping experience?We are different in the fact that we specialise in men’s fashion only. We are not commercial in any sense, we only stock very limited numbers of each style and we are always searching the globe to bring really individual designers into our store. When you come into the store it feels really relaxed and you will always get the best customer service because we’re a small team who knows our product. Also, we find that a lot of customers who shop in our store are from out of town so we opened an online store – www.TheAnnex.com.au - this means that our customers can get The Annex experience wherever they live.
Personally I sometimes find a place only for menswear is scarce, is that why you chose menswear? Exactly for that reason. We wanted to open a store that guys can come to and buy something really different, not just run-of-the-mill fashion. The womenswear market is flooded and for guys there is not much at all.
Did you have a previous job? I have always worked in fashion, even when I was at school I worked at a number of boutiques in London. Then when I came to Australia I opened my store. I was destined to be in fashion. Just didn’t realise it would be men’s Fashion ☺
How/where do you look when you buy pieces for the store?( any international labels?) We carry mostly Australian designers - most of which are up and coming brands or young designers, because we really wanted to support these guys. Being from the UK, I do get to travel back there and across Europe often, so whilst overseas, my partner Glen and I are always on the lookout for new brands that have a point of difference. When we buy the ranges we always make sure that we pick the different, individualistic pieces too, and not just the safe styles.
How do you think the womenswear and menswear industry different? I think here in Australia the Menswear market has been really neglected – sure, there are a number of Menswear labels available to guys and there are some chain stores which supply men’s brands, but not many that just focus on Menswear. There are thousands of womenswear labels, women’s chain stores and boutiques.
Even in the high-end market there are some womens designers out there that girls can aspire to wear and when they buy a piece from those ranges they feel amazing.
What Menswear brands are here that do that for guys? Not many.. It’s kind of frustrating and that’s exactly why I wanted to dedicate my store to Menswear only - cause the guys need it!
What designers do you stock? ( upcoming/emerging? ..established, or both? ) We stock some fantastic Australian brands such as Chronicles of Never, Saint Augustine Academy, Popissue, Nathan Smith, Injury, Nique, Henson jewellery and The Horse footwear. From overseas we stock European brands like Vasuma Eyewear and Gram Footwear from Sweden and Tuesday Night Band Practice from London.
Who is your target market for the shop?The Annex’s customer is any guy who wants something fashion-forward and unique.
How often do you guys get new stock? We normally get new stock in every 2-3 weeks. Because everything is bought in limited numbers once we sell out we replace that style with a new piece. Keeps it fresh…
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