Brisbane has been on Elka Collective’s hit list.
Launched online by designer Courtney Price in 2014, Elka set itself apart by combining natural fibres with different textures to create beautifully constructed, timeless garments for women. In 2017, the label was bought by Brand Collective, which also owns Mossimo and Superdry, among many others (Price has now transitioned to a creative director role).
Under BC’s stewardship Elka has moved into physical retail, launching two stores in Melbourne, in Windsor and Brighton. Now comes a 100-square-metre Brisbane shop right in the heart of the James Street precinct.
“Our Melbourne stores generate a tourist customer,” says Elka brand manager Grace Gorman. “We’d see customers come through from Brisbane commenting how well we’d do in that market.
“We’ve always loved James Street, with its well-curated premium mix of retailers. There really isn’t anything like it anywhere in Australia. Brisbane wasn’t the only destination that we were looking at but when this opportunity arose it was a no-brainer.”
Elka has moved into the Doggett Street tenancy just off James Street previously occupied by Kookai. It’s a different kind of space to the Melbourne shops with their heritage facades but has been given a similar feel by interior architect Chris Aplin through the use of sandstone, natural marble surfaces, rich timbers and reclaimed terracotta tiles. Price, along with industrial designer Coco Reynolds and lighting designer Ross Gardam, also had a hand in the store’s design.
“We briefed Chris and asked him to bring the brand to life,” Gorman says, “but also complement the collections that sit alongside.”
Taking pride of place in the Brisbane store is Elka’s new summer collection. It taps the brand’s usual focus on trans-seasonal basics but leans into premium silks, natural linen, custom jacquards, and plenty of rust and terracotta colourways. The collection sits alongside other brands such as Flash Jewellery, Spring Court and James Smith footwear, and Dasa Ceramics.