From Kourh to Alix Higgins, Mane is bringing something new to fashion retail in Melbourne

“It changed yesterday, it’s changing today and it will change tomorrow.”

Mane is the perfect palette cleanser for those after something new in the retail landscape. Perched among the trees on Collingwood’s Peel Street just one level above Swop, its light-filled, colourful interior hosts a curated mix of international and local designers, including Alix Higgins, Perks and Mini (P.A.M), Kourh, Ganni and Proenza Schouler.

Owner Lauren Nicholls wasn’t initially planning to open a Northside space, having owned and operated Stable, Mane’s sister boutique in Albert Park, since 2015. “When I stood in the Peel Street space my mind ran wild conjuring up the kind of retail environment we could create there. It really felt like something Melbourne didn’t have yet,” she says.

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Working with Studio Manifold and artist Reko Rennie, it was an impressive five-month process from sign-off to opening. “It really took a village to create the end result.” For Lauren, Mane was an opportunity to create a space for events, launches and trunk shows, as well as host permanent installations like its P.A.M x Mane Outpost and Perimeter Books capsule.

Mane is the kind of space you could easily spend hours in – and that’s by design. “You can relax on the epic Herman Miller couch with friends and really experience something in stark contrast to the tired, old late-night add-to-cart,” Lauren says.

Fashion Journal: Tell me a bit about how the vision for Mane came about. 

Lauren: To be honest I wasn’t actually looking for a new store. Stable (my firstborn in Albert Park) keeps me super busy on its own. However, when I stood in the Peel Street space my mind ran wild conjuring up the kind of retail environment we could create there. It really felt like something Melbourne didn’t have yet.

What were you looking for in a building?

Again, I wasn’t actively in the market but the scope of the building with its serene light, windows, blank canvas and the added drawcard of an outdoor terrace made me think of the store experiences that have always inspired me from our travels to Paris. We wanted to use that formula to create a space that had something for everyone when it came to a shopping experience with a difference.

In terms of our brand partners, we saw the opportunity to collaborate and host events, launches, and trunk shows; and also to house permanent brand installations like our P.A.M x Mane Outpost by Soft Baroque and Perimeter Books capsule.

Tell me about the people you collaborated with to bring the store to life. Who did you work with?

We have a particularly talented internal team at Mane but also collaborated with Studio Manifold (also responsible for our beautiful fit-out at Stable) and artist Reko Rennie. From sign-off to open was only about five months so it really took a village to create the end result.

How would you describe the aesthetic and feel of the store?

We wanted to play on the design highlights and heritage of the building whilst introducing recognisable elements from Stable. Together with Studio Manifold, we could also see how vintage furniture, lights and art could intertwine with modern and bespoke joinery pieces. The result we hope for is a welcoming, engaging, distinctive and playful space.

What was the process like putting the store together? 

Our timeline was super quick so it was all systems go for everyone to open pre-Christmas. There’s still work to be done (cue terrace area) but we wanted to live in the space and perfect our customer experience before making final decisions.

What’s your favourite area of the store?

I’m particularly fond of the back fitting room area (we like to call it a suite) as I think it’s the perfect zone for sundrenched dress-ups. You can relax on the epic Herman Miller couch with friends and really experience something in stark contrast to the tired, old late-night add-to-cart.

What can people expect to find in-store?

It changed yesterday, it’s changing today and it will change tomorrow. But as a general rule, they’ll find something they love that can’t be found anywhere else. We offer fashion, accessories, jewellery, gifts – for everyone.

What do you like about the Melbourne creative scene?

For me, the area and the general attitude among neighbours is one of rebellion against traditional shopping and nightlife precincts. Collingwood has such a rich and unexpected history (yes, our building was once a sex club) that by default, it seems to break the rules we’ve lived by for so long.

Keep up with Mane here.