The activewear brand confirmed the growth with Ragtrader, noting that the online channel remains its highest-performing segment. This performance comes as the company expands its physical presence across New South Wales.
Expanding the physical footprint
P.E Nation now operates four stores across Sydney, including locations at Castle Towers, Miranda and Liverpool. The brand recently opened a six-month summer residency at Pitt Street Mall. This pop-up, launched on October 8, stocks the latest collection alongside exclusive items and follows the release of the brand’s 10-Year Anniversary Collection.
Stuart explained that the Pitt Street Mall store offers valuable insights into product demand and trading patterns. He described the location’s mix of commuters, international visitors and interstate shoppers as beneficial for brand awareness. The brand previously operated a store in The Galeries off George Street, which provided a foundation for this latest expansion. Since exiting that location, spaces on the ground floor have been taken over by Amer Sports’ Arc’Teryx and Salomon brands.
Global strategy and customer data
Physical retail serves a dual purpose for the company, acting as a driver for brand discovery among new audiences globally. Stuart said the brand has undertaken customer heat-mapping and catchment analysis across its national base. This data provides a framework for where physical stores can create the greatest opportunity.
Strategic outlook and origin story
CEO Hamish Stuart noted that physical retail helps the brand discover new global audiences. Creative director Claire Greaves explained the return to the Sydney CBD connects to the brand’s origins. She said Sydney shaped her design approach and the city’s pace influences the company’s direction.
Origin and outlook
Heading into peak trading, the business expects to deliver double-digit growth over the Black Friday and Cyber Monday period. Stuart said the company is entering the season with new product launches and targeted digital initiatives. The brand was founded in Sydney in 2016 by Greaves and Pip Edwards and is stocked across Australia, the United Kingdom and the United States.
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