Elite Eleven is launching its largest store yet in Highpoint, moving from a small pop-up to a 525sqm concept space aimed at community engagement.
Elite Eleven, a Melbourne-based activewear brand, is set to solidify its retail presence with the launch of its largest concept store to date at the Highpoint Shopping Centre. This 525-square-metre space will replace the brand’s original 150-square-metre pop-up store, marking a significant leap in the company's growth trajectory.
Initially launched as a temporary location during the unpredictable times of the COVID-19 pandemic, the pop-up store quickly became a success. Rather than being a fleeting trial, it established the foundation for Elite Eleven’s first permanent retail location. The upcoming store will not only expand the available floor space but will also be purposefully designed as a destination where the brand can engage directly with its customers.
Sales Expectations and Customer Engagement
The store opening is anticipated to be a significant sales event, with Elite Eleven projecting over $150,000 in revenue during the opening weekend alone. This figure highlights the role brick-and-mortar locations continue to play in Elite Eleven's growth strategy, particularly in an era where many companies are grappling with the impact of online shopping on physical retail.
What sets this new location apart is not just size but its design, which emphasizes community and experience. The store will feature dedicated areas for product launches, customer events, and various community activations, reflecting a broader trend in retail where businesses aim to create immersive experiences rather than limited transactional interactions. By fostering a connection with customers beyond the sales, Elite Eleven is betting on building loyalty and enhancing customer relationships.
A Strategic Move Back to Highpoint
Highpoint holds sentimental value for the activewear brand, as it marks the company's evolution from an online retailer to a cornerstone of the local retail scene. Elite Eleven's founders, Benn Martiniello and Lisandro Paz, decided to revisit this location with a store that is over three times larger than the original, a testament to their confidence in the health of physical retail and their brand’s trajectory.
This strategic move reflects not only a response to past success but also an acknowledgment of changing consumer behaviors. With increased customer engagement through events and experiences, Elite Eleven positions itself alongside other brands that are similarly seeking to create community spaces rather than just shopping venues.
From Startup to National Presence
Founded in 2014, Elite Eleven has undergone a remarkable transformation. Initially creating apparel for local sporting clubs, the company rapidly grew its e-commerce presence, launching various activewear lines, including a significant focus on women's apparel that broadened its customer base. By 2022, the company reported revenues of $20.86 million, achieving a remarkable growth rate of 62% while operating just two stores in Melbourne.
Today, with a total of 20 locations across Australia, the expansion into Highpoint symbolizes a pivotal moment for the brand. It demonstrates the ambitious aspirations of its founders and their intent to continue scaling the business even amidst ongoing challenges faced by traditional retail. Instead of adopting a more conservative approach typically seen in the sector, Elite Eleven is investing in customer experiences that encourage repeat visits and deeper engagement.
Adapting to Retail Trends
The move towards experiential retail isn't unique to Elite Eleven; it's part of a larger trend within the Australian retail space. Retailers recognize that in order to thrive, they must evolve and cater to consumers’ desires for more than just products—they want connections, experiences, and community. Elite Eleven's commitment to hosting unique events and product launches reflects this shift and reinforces the idea that successful retail strategies now hinge on building long-term customer loyalty rather than maximizing short-term profits.
As the brand prepares to unveil its largest investment in physical retail to date, it stands as a case study for other small businesses looking to expand. With a focus on community engagement, a clear trajectory of growth, and responsiveness to consumer needs, Elite Eleven is setting the stage for continued success in the ever-competitive activewear market.
In the coming months, keep an eye on how Elite Eleven implements its strategies in the new space and how they adapt to ongoing shifts in consumer behavior and preferences. Their journey reflects resilience and adaptability, qualities integral to thriving in today’s retail environment.
