Australian designer fashion label Steele expands with highly anticipated flagship boutique, on Glenferrie Road, Hawthorn.
Beloved for its elevated day wear and effortless sophistication, bubbles flowed as Founder, Jessica Reid opened the doors with a toast on Friday the 10th of December.
Having thrived in the ecommerce space, Steele House gives the brand a physical presence that transcends the digital realm and allows for a seamless customer experience.
Light-filled and inviting, Steele’s new home hosts the brand’s latest collections and headquarters, creating a coveted space for connection and communication with its loyal customers.
The unique concept store seamlessly integrates old and new with the early 1900s heritage-listed house carefully considered to foster a sense of homeliness.
Designed in conjunction with British designers Kirstin Dahl-Feathers and Carlie Ng, the Steele House interiors have been carefully curated and selected from some of the brand’s favourite Australian design houses including Lucy Montgomery, Fomu and Anna Charlesworth.
A hand-crafted crumbled stone counter framed by one of the many original stained-glass windows and ornate ceiling rosette, are just two of the design elements that pay homage to the house’s Edwardian roots. The French-washed walls the perfect backdrop for Steele’s brazenly feminine collections.
The launch of Steele House also marks the beginning of a new era, as the brand celebrates it’s 10-year anniversary. Steele Founder and Creative Director, Jessica Reid, is overjoyed to see her vision come to fruition..
“I am so thrilled to connect with our Steele community in the physical realm for the very first time.”
“We were not looking for a retail space, we were looking for an incredible opportunity and something magical to offer and connect with the Steele woman, we found it, and we’re so ready to share our world” said Reid.
Reid’s story began in 2010, with Steele being a manifestation of her dream wardrobe, fusing ultra-feminine styling with sophistication, offering a wear-anywhere attitude and a commitment to quality at accessible prices.
The brand’s focus is to release wear-now collections, with small and captivating capsules released sporadically year-round. Inspiration is drawn from real women, real styling and a ground-level sense for effortless femininity, with a commitment to be inclusivity driving everyday decisions.
Located in the brand’s hometown of Melbourne, Steele House is just a stone’s throw away from the CBD, in the leafy suburb of Hawthorn.
Steele House is now open at 733 Glenferrie Road, Hawthorn VIC 3122
