Inside Mutimer’s First Physical Store
After years of online growth, Mutimer opens its first permanent store in Melbourne, shifting from DTC to a physical retail presence.
Summary
- Mutimer has opened its first permanent Melbourne store after operating as a direct-to-consumer brand for six years
- The Smith Street space offers a relaxed, residential-style environment for customers to see and try products in person
- The move builds on previous pop-ups, where in-store shopping led to higher purchase rates than online
After six years operating as a direct-to-consumer label, Mutimer has opened its first permanent retail space in Melbourne. For founder Jasper Mutimer, the decision to establish a physical store in his hometown marks a shift from a digital-first model to a more tangible, in-person experience.
Launched during the pandemic while Mutimer was studying finance, the brand built its audience online, now reaching over 400,000 followers across Instagram and TikTok. Despite that reach, the label has faced the common perception of being an “Instagram brand,” something Mutimer acknowledges and aims to move beyond through a physical presence.
The Collingwood store reflects that intention. Designed as a residential-style space, the interior draws on mid-century references and includes elements such as seating areas, books and objects from past campaigns. Mutimer sees independent retail as an opportunity to offer a more considered experience than online shopping. Previous pop-ups have shown a higher average transaction compared to online sales, suggesting that physical interaction with the product influences purchasing behaviour.
For the brand, the store functions as both a retail space and a signal of long-term commitment, positioning Mutimer beyond its origins as a digital-first label.
Check out the store above.
Mutimer
308 Smith St,
Collingwood VIC 3066
Australia
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