As the finishing touches were made to the window displays and the hoarding came down to reveal what can only be described as a Forever New grand palace, I was lucky enough to be one of the first customers to visit the new flagship Forever New store in Melbourne Central. This shiny new two storey gift to the Melbourne girl is a fashion lovers wonderland.  

Sitting prime location on the Lonsdale street entrance, WOW factor details are seen throughout this 450 square meter store. You are greeted with a rotating dais with glamorous mannequins styled in the latest Forever New collections and you enter into a fresh retail design that opens to a grand staircase and dazzling chandeliers. On the ground floor mirrored fixtures spoil you with classic Forever New pastel ranges, a showcase of the Forever New resort collection, fashion giftware and a walk in wardrobe which is updated with new product each day, for passersby on Lonsdale Street to sneak a peak of what is in store.

Up the grand staircase to the second floor more beauty awaits you, with a fresh ambiance letting the garments speak for themselves. Forever New made this store for you, to give you the shopping experience you deserve that’s why they exploded into the market as a one stop shop. Complete your outfit from head to toe with their new range of footwear to lust over! Now, the most important detail of all for me as a shopper is the change rooms. Forever New is all about newness and delivering the best to their customer, that’s why they have given you the most luxurious change rooms you will ever step foot in, with of course a great mirror and stunning chandelier (what did I say about attention to detail?) Not to mention the VIP changing area for group styling sessions or parties for friends to be styled by the expert team.

To talk about this store in an understatement, Forever New has pushed the retail boundaries and has given the fashion lover her own palace where she can feel like a princess!