Melbourne brand Mimco has launched its new store concept in a return to Sydney’s CBD – and another at Chadstone Shopping Centre in Melbourne. 

The Sydney store – at Westfield Sydney – offers a range of bags, jewellery, and accessories, and was designed in collaboration with the team at Doherty Design Studio. 

The 87sqm space has a soft pastel colour palette that spans unique light fittings and curved fixtures designed by Melbourne-based artist Jordan Fleming.

“The new store concept is a culmination of Mimco’s brand identify – a fashion destination where you’re encouraged to touch, explore, and discover accessories that empower,” said Sarah Rovis, Mimco’s MD. 

She said the space allows the brand to showcase its seasonal collections, along with telling the label’s story and enhancing the customer experience with an “unforgettable” shopping time. 

Mimco said the two new boutiques will exclusively stock a limited collection of accessories that were created and hand-made in Melbourne using components from vintage collections.

Founded in 1996, Mimco is an accessories brand focusing on women. Last year, the brand celebrated its 25th anniversary with the launch of the limited accessories collection and published a coffee-table book detailing its history.