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The end of the Ellery pop up sales ?


One of the earliest champions of pop up sales… the Ellery brand… is shutting shop (here)

Recent reports in Australian media have confirmed ELLERY is closing their local operation, to concentrate on global opportunities. Earlier this month the business made 22 staff redundant and closed two Sydney boutiques, also announcing plans to shutter the local manufacturing and production facility.* And that was only a couple of weeks after their Sydney Mega pop up Sale at Paddington Town Hall.

Creative director and founder of the fashion house, Kym Ellery is something of an Australian success story… launching her label just a dozen years ago and taking it to the international catwalks in 2012. For the past couple of years Kym has been based in Paris, building a network of global stockists (including Selfridges, Net-a-Porter, Galeries Lafayette and Harrods…) and looking to consolidate design and production in Europe. Kym says the “high cost of manufacturing… a combination of poor strategic decisions and cost have made local operations commercially unsustainable (in Australia)”^

Long-time (original) employee Sophie Endrey has been quoted saying “since I first met Kym she knew she’d do Paris Fashion Week. She’s one of those people who has such a huge vision, and you just believe her”# In the early days Sophie was quite a champion of pop up – often doing Ellery events with us in Melbourne (her industry showings and short-term retail)

We’ve mentioned the Ellery brand many times on the pages of popUPshops Australia, whenever they’ve done a pop up in Melbourne (and a couple of their Sydney events). But those retail events have fallen off in the last couple of years… last October we mentioned an Ellery opening in Armadale, saying they were “here for a good time, not a long time” (hmmm – was that an omen ?)

But maybe – who knows ? – the Ellery label might just do one more of those massive pop up sales in Melbourne. It doesn’t seem fair that Sydney gets the last hurrah… there are still plenty of fans down here (did you ever see those Ellery queues in Richmond ?)


* source : / Ellery to close Australian business

^ source : / Ellery shutters Sydney production facility and stores

# source : / Ellery Sophie Endrey


images :    Ellery

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