Incu has opened two new stores next door to each other in the now-expanded space it has occupied on Oxford Street since 2005. After 10 years of trading, Incu founders Brian and Vincent Wu felt their Paddington store had finally outgrown its premises. “We felt the original space wasn’t big enough for us to showcase the range of brands we carry,” says Vincent. “Each brand has its own unique story and character, we wanted to have the space to communicate this to our customers.”

The new women's space opened on November 19, while the men's store opened this week. Acclaimed architect Kelvin Ho of Akin Creative conceived the new stores designs, using raw materials and a natural palette to keep the look of the space consistent with its sister stores in Sydney and Melbourne.

“[Akin Creative] has designed all our stores and really understands the aesthetic we’re going for. There’s always some subtle detail in our stores that really differentiates Incu from other retailers,” says Vincent. “They almost have an instant understanding of what we want.”

The expanded stores have allowed Incu to include brands that have been successful at the men’s and women’s stores in Sydney’s CBD. “We set out to make sure there was a great balance between some of our strong overseas brands, Comme des Garcons Play, ALC, Alexander Wang, Garrett Leight Eyewear and Eytys Sneakers, coupled with supporting Australian designers that resonate with the Paddington customer, including Dress-Up, Mania Mania and Bassike,” says Vincent.

Part of the motivation behind the expansion was a desire to show Incu’s loyal eastern-suburbs following how the chain has evolved since it opened in Paddington 10 years ago. “The store has a more premium feel that fits in nicely with the surrounding neighbourhood,” says Vincent.

It’s a neighbourhood that has undergone its own evolution in the 10 years since Incu opened. “We have seen some major changes to Oxford Street,” says Vincent. “A lot of the fashion chain stores have moved to Bondi Junction, so there’s a nice group of independent boutiques that have moved in recently. I think the area will continue to grow in the near future.”

Incu Paddington
256 Oxford Street, Paddington
(02) 9331 6070

Mon to Sat 10am–6pm
Thu 10am–8pm
Sun 11am–5pm