Electronic store

My General Store opens a physical space in the “concept store of the future”

A partnership between Afterpay, Vicinity Centers and the Australian Fashion Council has enabled Australian brand My General Store to open a new physical pop-up.

My General Store opened the experiential space in mid-March in Sydney’s Chatswood Chase shopping center and will operate the store until mid-April.

Part of Afterpay, Vicinity Centers and AFC’s ‘Edit Collection’ programme, the pop-up space showcases a range of omnichannel technologies to merge the online and offline shopping experience.

The space – which the trio advertises as the “concept store of the future” – features purchasable dressing room mirrors, gesture-controlled screens that create brand immersion, and a digital assistant for taking and sharing selfies.

My General Store founder Michelle Glew-Ross said she was thrilled to see people interacting with the brand’s clothing.

“I was really looking forward to people being able to touch and feel the garments and have that personal interaction with my team, so they could have a closer relationship with what we design and make and why.

“In the studio, we talked a lot about how exciting it would be to see how people feel when they try on our clothes,” she said.

My General Store designs and manufactures ethically in Australia, creating curated and thoughtful collections with an emphasis on natural fibres.

The brand considers every step of the production process, minimizing waste.