This new look store is pioneering quiet luxury

Trenery may have begun life as Country Road's older sibling, but the contemporary fashion label has evolved significantly in the fifteen years since its launch. 

So much so that the entire brand was relaunched in 2023 and it's not just the elegant clothing lines that received a makeover. 

The more elevated Trenery look has been slowly rolling out at stores across the country since the relaunch, with Norwood the most recent location to get a major refurbishment.

Though it was a relatively quick turnaround – “I think we were closed for about three weeks,” says national Head of Retail Clinton Street – “the results were really exciting.”

Before the refurbishment, the store reflected the brand's previous iteration, “which was a lot darker and had more of a masculine, Scandinavian feel to it.

Now it's a lot brighter and more open. It brings the product to life in a much more inviting way, welcoming customers in and bringing an almost European feel to The Parade.”

Once inside, customers can still expect to find plenty of natural materials like wool, linen and silk, along with a classically restrained colour palette and high-quality craftsmanship.

And by fusing timeless styles with a contemporary flair, Trenery's versatile designs remain relevant even as trends come and go.

“When the business repositioned, it was important to stay true to who we are,” says Clinton.

“And for Trenery that means bringing luxury to life with timeless and effortless style."

"Our typical customer is really passionate about quality, simplicity and versatility, but at the same time there's an understated style of quiet luxury.”

Unsurprisingly, Street sees plenty of people who fit that description at the recently refurbished store.

“When I think of Norwood, I think of people who are well-travelled, I think of a vibrant and diverse community and that fits in really beautifully with Trenery as a brand.”

And despite all the effort that has gone into the fitout, the friendly staff are still the most important asset.

“The team is incredibly passionate about highlighting and celebrating our beautiful brand, but also creating a super safe space for the local community and customers to come in,” Street says.

“It's a small team, so they're really warm and welcoming and their energy is effervescent. That really sets them apart from other stores.

It's not just about getting a sale and moving on. They want to create a really valuable connection with customers and make a mark within the Norwood community.”

Visit today!

Shop 8/161 The Parade, Norwood
W: Trenery
I: /Trenery