Cult activewear brand LSKD is opening a new flagship store on High Street, Armadale, as it rolls out a fresh global store design. Picture: Supplied
Cult Aussie activewear brand LSKD is taking its retail empire to the high street, opening a new flagship store on one of Melbourne’s ritziest shopping strips.
The label, founded by former BMX and motocross rider Jason Daniel, will debut a new global store design when it opens on High Street, Armadale, on July 11.
It is another major step for a brand that began as Loose Kid Industries, with Mr Daniel starting the business as a teenager from his mother’s bedroom and shipping containers in the backyard.
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LSKD is now forecasting more than $200m in annual revenue and expects to grow from 33 stores to 40 by the end of this year, with further Victorian openings planned at Fountain Gate and Camberwell.
The Armadale store will be used to launch the brand’s next-generation retail concept, with the traditional activewear “leggings wall” replaced by outfit destinations built around training, race days, marathons, competitions and lifestyle moments.
LSKD’s new Armadale flagship will move away from traditional leggings walls and instead showcase outfits built around training, race days and lifestyle moments. Picture: Supplied
Store designer Alexa Nice has helped shape LSKD’s new global retail look, which will debut at the brand’s Armadale flagship. Picture: Supplied
LSKD chief retail officer Alex Shaughnessy said Melbourne had been an obvious choice because of the brand’s strong online demand, fitness partnerships and concentration of gyms, studios and wellness communities.
“For us, it is really about the pull from the market,” Ms Shaughnessy said.
“We do not just open stores anywhere — we look at where the community is already showing up for us.
“Armadale specifically was a really natural choice. I lived in Melbourne for about 18 years, and Armadale was always my favourite place to shop.
“It is still one of my favourite shopping precincts in Australia.”
LSKD chief retail officer Alex Shaughnessy said High Street, Armadale, was a natural fit because of its cafes, gyms, studios and loyal retail following.
Ms Shaughnessy said High Street Armadale made sense as the brand pushed further into street-front retail, rather than only shopping centres.
“This will only be our second street-front store in Australia, and for me, High Street Armadale was the obvious place to do it,” she said.
“It has some of the best cafes, gyms and studios around it, so it felt like a really natural integration into that market.
“It is one of the best streets to be on.”
LSKD has built a cult following with activewear stores across Australia, New Zealand and the US, with Armadale to mark its next retail evolution. Picture: Nikki Davis-Jones
The store will also introduce a stronger use of cobalt blue, which has become part of LSKD’s brand identity through products, community events and shopping bags.
Ms Shaughnessy said the Armadale store was designed to stand apart from other activewear shops in an increasingly competitive market.
“We wanted to do something different,” she said.
“This store is about testing how we design our stores as we grow globally.
“We want to differentiate ourselves not just through product, but through the way the community experiences the space.”
LSKD founder Jason Daniel launched the brand from his BMX and motocross roots before growing it into one of Australia’s best-known activewear labels.
She said customers who already knew LSKD stores would notice different materials, finishes and colours, but the brand’s approachable team and community focus would remain.
“The biggest change will be how the product is showcased,” Ms Shaughnessy said.
“Instead of having broad category destinations — for example, a leggings area or a separate category area — the store will be designed around outfitting, collections and ideas for whatever the customer is preparing for next.
“The journey through the store will feel more seamless and more inviting.”
The new look will not stop at Armadale, with all LSKD stores opening from October expected to follow the same design direction.
Colliers senior executive retail leasing Ruby Koop said LSKD’s Armadale store would help build momentum at the eastern end of High Street.
Colliers senior executive retail leasing Ruby Koop said the deal showed major retailers were still chasing premium, highly visible sites on High Street.
She said LSKD taking the largest tenancy at Heirloom would help build momentum at the eastern end of the strip.
Colliers head of retail leasing in Victoria Tom Larwill said High Street, Armadale, remained one of Australia’s most resilient premium retail strips.
Colliers head of retail leasing in Victoria Tom Larwill said High Street Armadale remained one of Australia’s most resilient and high-performing retail corridors, supported by strong discretionary spending and a loyal customer base.
The Woods Bagot-designed Heirloom project was jointly developed by GLG and Urban DC and has almost 100m of street frontage, with two retail tenancies remaining. The Armadale strip has a vacancy rate of 2.3 per cent.
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