Now Open: Merrell Has Opened Its First Ever Asia-Pacific Flagship Store at Emporium Melbourne
The 400-square-metre store stocks Gramicci, Pyra and P.A.M. alongside Merrell's own range, which is a global first for the outdoor brand.
The trail shoe has spent the last few years wandering well off the trail — onto city footpaths, into gallery openings and under wide-leg trousers that have never been near a mountain. Merrell, the 45-year-old outdoor brand behind a good share of those shoes, is now leaning into that shift with its first Asia-Pacific flagship, which has landed inside Emporium Melbourne on Lonsdale Street.
Spanning more than 400 square metres, the store brings Merrell's Hike, Trail, Hydro and Lifestyle categories together under one roof, in a fit-out designed to drag the outdoors into the middle of the CBD.
The bigger news is what's on the shelves beside Merrell's own gear. In a global first for the brand, the flagship also stocks a curated edit of modern outdoor labels including Gramicci, Pyra and P.A.M. — a mix that reflects how closely outdoor performance, fashion and culture now overlap.
Modelled on the Grand Canyon, the 3D fitting room doubles as a selfie booth — kitted out with good lighting and all of the scenery, with none of the hike.
Merrell already runs stores around Australia and sells through wholesale partners including Anaconda and Kathmandu, but Merrell Emporium is its most ambitious Australian retail move to date. Stocking everything from trail essentials to everyday streetwear, it's also just the first of its kind, with more stores like it set to roll out.
Merrell Emporium is now open at Emporium Melbourne, 287 Lonsdale Street, Melbourne. For more information, head to the Merrell website.
Images: Supplied
