An Elk flagship store in the Melbourne CBD is here. After more than a decade of wholesaling and one small store in Preston, the Melbourne-based accessories and clothing label has opened a polished new outpost on Little Collins Street.
With growing ranges and more than 1000 stockists globally, Elk co-founder Marnie Goding felt now was the right time to, “do our own thing, in our own space”.
Elk has gained a following for its accessible, no-fuss and considered approach to design; sourcing sustainable timber for its accessories and visiting factories multiple times a year are as fundamental to the brand as the cut of a pair of pants.
For the new store – housed in a heritage building – Goding worked with interior design firm Fiona Lynch. “We felt that retail stores can be too flash and make you feel intimidated,” she says. “We wanted the exact opposite, for the store to be a comfy escape [from the CBD].”
Chocolate-brown floorboards flow through the space before reaching the carpeted change rooms. Drawers, which mimic wall panels hidden in floor-to-ceiling oak timber, contain the brand’s signature wooden necklaces, leather bags and wallets.
There’s a nod to the brand’s extensive range of handmade leather goods through the leather straps that unfold from the ceiling, and shoes rest on white slabs of marble.
“The amazing, milky marble comes from Queensland and is almost translucent with a pink streak running through it,” Goding says. “My favourite part of designing is rifling through back rooms to find materials that no one else notices. We had the same process working with Fiona.”
While customers have been able to shop the full range at Elk headquarters in Preston, the new flagship is a refined vision of the original store. It carries a mix of jewellery, womenswear, shoes, bags and men’s leather goods, with a focus on high-end products such as silk dresses and clothing that readily translates from corporate environments to casual settings.
“We’ve built our business on relationships, having a personal touch, and explaining to people what our values are,” she says. “It’s validating to know an existing audience in the city wants to come and see us.”
182 Little Collins Street, Melbourne
(03) 8609 1247
Mon to Thu 10am–6pm