A retail sanctuary & premium fashion

THERE’S a certain joy to welcoming premium fashion to regional Victoria says Emma Ryan, manager of flagship store Mali Lane.

“I have been very fortunate to have had years of experience in the fashion and wholesale industry, with a very supportive network to be able to bring the concept to life in Ballarat,” she said.

“And it has been wonderful getting such support from women in our region!

“I wanted to create something unique, an experience that is not available in Melbourne.

“The luxury of Australia’s most icon brands under one roof, and I feel like we have achieved this.

“It’s a wonderful experience having people from our region come into our shop and discovering wonderful fashion that can be found here, in our hometown.

“It’s been a serious thrill to have customers come in and then re-visit our store!”

Mali Lane has gained a reputation for being one of regional Victoria’s largest premium fashion destinations, with its flagship store based in the heart of Ballarat.

“Our store at 436 Sturt Street, Ballarat has, from the first day, had a focus on contemporary fashion and design, with an emphasis on ‘what works’ in our region, from spring to summer to winter,” Emma said.

Emma’s vision for Mali Lane evolved out of the need for a premium retail offering in the region.

“With the closure of several women’s fashion boutiques our only option was to shop online or head to Melbourne to access our premium brands,” she said.

“Our primary focus was creating and experience for women to feel welcome and in a calm and curated space.

“It’s great that people from our city, and our region, don’t have to head off to Melbourne!

“Our exclusive brands include Camilla and Marc, Viktoria and Woods, P.E Nation and Acler and more, which are all driven by design and sustainability as we move to a more environmentally conscious approach to the way fashion is manufactured.”

By Soho was Emma’s first retail offering in Ballarat which started as a pop-up store and continued to evolve as a more permanent offering to customers.

Her future re-brand will also include the introduction of some key national brands to the offering including Country Road and Mimco.

Providing a retail sanctuary for women has always been a priority.

And, in Mali Lane, that’s what the Ballarat region now has!

Find out more by visiting malilane.com.au.