UNIQLO has opened its reimagined Emporium Melbourne flagship, marking the Japanese retail giant’s biggest and boldest Australian statement yet.
At just under 4,600 square metres and almost 50% grander than its predecessor, the store represents a complete reinvention of how the brand engages with local customers, more than a decade after first arriving on Australian shores.
The centrepiece is UTme! – UNIQLO’s in-store customisation service has finally made its Australian debut. Essentially, customers can now design personalised tees and totes using launch exclusive stamps from Melbourne collaborators, including multidisciplinary artist Beci Orpin, cult sandwich shop Hector’s Deli, and street artist DOCG, whose cartoon-inspired work features his signature “DOCG Eyes” motif.
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Pre-printed designs are available alongside DIY printing stations, transforming the store into part retail space, part creative studio where shoppers can create wearable art that reflects their personal style or the city’s vibrant culture.
The reopening doubles as a cultural celebration. UNIQLO’s “People Campaign” spotlights Melbourne personalities who embody the brand’s LifeWear philosophy: from Nova breakfast host and sports journalist Clint Stanaway to Olympic gold medallist rower Lucy Stephan, watercolour artist Hieu Nguyen (Kelogsloops), and alt-pop singer-songwriter Phoebe Go. The move deliberately positions UNIQLO as part of Melbourne’s creative fabric rather than simply a Japanese import seeking local relevance.
“The issue we had in our Emporium store, it just wasn’t big enough for customers to have a pleasant shopping experience,” explains Tim Routley, UNIQLO Australia’s CFO.
With 55 fitting rooms and significantly expanded floor space, the new design addresses years of customer feedback.
“People were saying, ‘Look, I feel rushed.’ So what we’re hoping is this will be a much nicer shopping experience.”
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Yesterday’s grand opening featured traditional Japanese taiko drumming and a ribbon-cutting ceremony as ceremonial nods to UNIQLO’s heritage; gift bags await customers spending over $100 throughout the opening period. But the real draw is the store itself – designed to showcase the full breadth of UNIQLO’s offering without the cramped browsing that plagued other locations.
The investment signals considerable confidence in a market that could easily be treated as peripheral. Yet with over 2,500 stores globally and Fast Retailing’s ¥3.4 trillion in backing, UNIQLO appears to be playing the long game in Australia. The Emporium flagship, complete with its customisation stations, expanded inventory, and local creative partnerships, suggests the brand views Melbourne as a legitimate centre of influence rather than a satellite market to be serviced with cookie-cutter templates.
The message is clear: when you’ve genuinely listened to customers, sometimes the answer isn’t optimisation but simply scaling up.
