Australia is in for a luxurious treat as Dior readies to make its debut in the “land down under.” Dior is opening its first flagship boutique in Australia in Sydney. The flagship store is designed to replicate the brand’s renowned boutique in Paris’s Avenue Montaigne. What is also interesting to note is that the multi-level boutique is located in the former Louis Vuitton store on the corner of King and Castlereagh streets. Dior has opened small boutiques in DFS Galleria in The Rocks as well as David Jones in Sydney, Brisbane and Melbourne.
This new flagship store from Dior is sure to give stiff competition to luxury brands like Prada, Gucci, Salvatore Ferragamo, who have made their presence felt in Australia in the last few years. The bottom level of the store is dedicated to Dior’s range of bags and accessories while the first floor is home to ready-to-wear clothing by creative director Raf Simons, as well as an array of shoes, jewelry and watches.
A salon on the third floor awaits those looking for an exclusive shopping experience. Men too can indulge at the Dior store courtesy the Dior Homme boutique which has a dedicated entry off King Street.
Christian Dior couture chief executive Sidney Toledano said, “I remember 30 years ago I came for the first time and people were dressed very casually. And I said, the people are so beautiful, maybe they don’t need to have luxury. But I was wrong.”
Will Australians warm up to the Dior trends? We will have to wait and watch.