Australia's The Beach People opens first retail store

By

Benjamin Fitzgerald

Published
Nov 1, 2018

Luxury beachwear and accessories brand The Beach People has opened a debut retail store inside Byron Bay's newest shopping precinct.

Located inside the east coast Australian town's Habitat collective, The Beach People's first store stocks its complete range of luxury swimwear, beach apparel and accessories, as well as homewares.

Inside, a neutral colour palette has been used throughout, with statement features including white archways, organic sandstone and a custom-made timber dining table, referencing nostalgic Italian countryside villas.

“Part of my inspiration was Masseria Moroseta, a modern resort farmhouse in Italy,” noted co-founder and creative director, Emma Henderson, who started The Beach People with her sister five years ago.

Henderson's sister and brand co-founder Victoria Beattie said the debut signals a shift in retail strategy and aesthetic for the Australian brand, which is known for its signature round beach towels.

“We had always dreamed of opening a space in the heart of Byron Bay to really showcase our luxury products,” said Beattie, adding that the minimalist brand is going in a new style direction with the launch of its 'Voyage' spring/summer 2018 collection and campaign.

Inspired by a retro European summer, the Voyage collection features much more colour and pattern than its previous collections including orange, yellow and bold stripes.

The Voyage campaign was shot by Sydney photographer Jessica Ruscoe over the summer in Cassis, on France's Côte d’Azur.

"We really wanted to take our TBP community on a journey with us for Voyage. The 70’s was a huge inspiration for us and we wanted to do something bold this collection," added Henderson.

Since launching in 2013, The Beach People has recorded annual double-digit growth through the sale of its towels, bed linen, swimwear and related beach apparel and accessories.

In addition to the flagship store, The Beach People is stocked globally in over 600 premium boutiques such as Bergdorf Goodman, Net-a-Porter, Selfridges and Bloomingdales.

The Beach People Australia flagship store is located at 48/1 Porter Street, Byron Bay.