Italian lingerie and fashion retailer will open a store at Sydney’s T1 international airport in August.

La Perla has signed a five year lease and will be brought to the Australian market exclusively through travel retail group King Power International.
Sydney Airport retail general manager Andrew Gardiner said the La Perla store at Sydney Airport highlights the company’s continued retail growth.

“Combined with other Australian-firsts such as Victoria’s Secret, and world-firsts such as the Lonely Planet concept store, La Perla at Sydney Airport will strengthen our considerable specialty fashion retail offering,” he said.

The 60 square metre boutique will stock a product range including La Perla’s underwear, beachwear and nightwear, alongside the Nero Perla menswear range.  Its key target market for the store will be Australian and international travellers seeking premium brands and exclusive product who will benefit from Sydney Airport’s tax and duty free pricing.

“Some 37 million passengers pass through Sydney Airport annually and we are committed to increasing the range and variety of retailers, particularly in T1,” Gardiner said.

“Our retail offering is centred around providing value to our customers, while being innovative and fresh, and bringing sought-after international brands, such as La Perla, to the Australian market demonstrates this.”

Sydney Airport has created significantly more retail space in T1 in recent years following the 2010 refurbishment of the terminal, which enabled the airport to increase its range and variety of retailers in response to demand and extensive customerresearch. Almost 70 new tenancies are set to become available in 2013-2014.

“We are currently in conversations with a number of other international and domestic brands about opportunities to enhance our existing mix.  The airport is a world-class retail destination, and retailers see the opportunities it presents as a unique location, along with the highest sales per square metre in the country,”  Gardiner said.

“We experienced international passenger growth of 5.6 per cent last year, boosted by strong numbers of Chinese, Singaporeans and Malaysians and we will continue to provide retail experiences that resonate with these markets.”

La Perla’s Sydney Airport footprint is set to be the company’s 130th store worldwide.

“Sydney Airport offers us a perfect opportunity to introduce the brand; given the Airport’s strong retail performance and the fact that there is nothing like La Perla in the Australian market, we are confident the store will do well,” La Perla Asia managing director Andrea Bonardi said.

The flagship boutique in Australia – designed by architects Buratti + Battison, who are responsible for La Perla stores worldwide – will embody the brand’s core values of femininity and elegance with soft lighting, laced glass panels and luxurious carpets to provide a romantic and intimate environment for customers.