Merrell is testing a new multibrand retail format at its first Asia-Pacific flagship in Melbourne, bringing performance outdoor footwear together with a growing lifestyle offer. Located at Emporium Melbourne, the store introduces brands Gramicci, Pyra and P.A.M. alongside Merrell’s own products. The more than 400 square-metre space combines the brand’s Hike, Trail, Hydro and Lifestyle categories with immersive design, creating a showcase with potential implications for its wider Australian business.

For Joel Biggins, general manager of Merrell Australia, Melbourne offered the right audience and setting for the concept. “Melbourne is one of Australia’s strongest outdoor and streetwear markets, and Emporium puts us at the centre of the CBD’s premium retail precinct,” he told Inside Retail. “This store is our brand showcase in Australia: it shows the full breadth of Merrell and lifts how the brand is seen across all our channels.”

The flagship reflects an evolving customer base, with Merrell building its appeal among younger, style-conscious shoppers while maintaining its performance foundations. Biggins says hiking remains the brand’s core business and continues to grow. At the same time, the Moab 3, premium 1TRL products and collaborations are attracting a younger audience. Emporium accommodates both groups through a strong performance range alongside a curated lifestyle and collaboration offer within the flagship.

Introducing third-party brands takes that approach further, giving Merrell a broader assortment without relying entirely on its own products. “These are like-minded brands,” Biggins said. M. ” The commercial rationale combines customer acquisition with opportunities to purchase across complementary labels in-store.

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