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Christian Dior couture opens Sydney CBD store...


Australia is now home to yet another exclusive luxury brand.

Christian Dior couture chief executive Sidney Toledano is delighted to have cracked the competitive Sydney market.

Today marks the opening its first flagship boutique in Australia in Sydney. The multi-level store is designed to replicate Dior’s renowned boutique on Paris’s Avenue Montaigne.

The boutique is located in the former Louis Vuitton store on the corner of King and Castlereagh streets.

In recent months, Chanel, Canali, Louis Vuitton, Prada, Miu Miu, Salvatore Ferragamo, Gucci and Bottega Veneta have either set up for the first time in Australia, opened in more locations, or revamped existing stores.

The brand's CEO Mr Toledano appeared unfazed by recent reports of China’s economic slowdown.

“The world has changed over the last three or four years and the centre of gravity of the global economy is moving towards Asia . . . We are developing our business in this part of the world,” he said.

In December, Dior reported that sales for the half year to October 31 were up 18 per cent at £632 million ($954 million) and said margins had improved.

The luxury French label’s history in Australia goes back to 1947, when David Jones reproduced four garments designed by Christian Dior as part of its “Paris fashion for all” line.

Since 1999, Dior has opened small boutiques in DFS Galleria in The Rocks as well as David Jones in Sydney, Brisbane and Melbourne.

The bottom level of the store stocks Dior’s complete range of bags and accessories while the first floor houses ready-to-wear clothing by creative director Raf Simons, as well as an array of shoes, jewellery and watches.

There is a salon on the third floor, accessible only by lift, for VIPS looking for a more exclusive shopping experience.

Men have access to a dedicated Dior Homme boutique, which has a dedicated entry off King Street. Suits, sportswear, denim, leather goods, accessories and footwear are spread across two levels.

“There is a big demand in the world for very high quality, innovative product and brands with real history. The new generation, and in this part of the world I notice even more, they want to know what the history of the company is,” Mr Toledano said.

“They go to the store and want to see it, feel it, understand it ... We want every member of our staff to know all the information so the customer understands what we do. This is our global, long-term strategy.”

Advertised celebrity list included:

ISABEL LUCAS, TINA ARENA, MEGAN GALE, COLLETTE DINNIGAN, GEOFF AND SARA HEUGILL, ZACH & JORDAN STENMARK, MATTHEW MITCHAM AND DIOR’S NEW “FACE”, AUSTRALIAN MODEL NICOLE POLLARD, WHO IS BEING FLOWN IN FROM PARIS TO ATTEND THE EVENT.

Websites

Christian Dior www.dior.com

Eva Rinaldi Photography www.evarinaldi.com

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Font Nicole Pollard
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creator QS:P170,Q37885816

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