Just six months after entering a small number of brick-and-mortar doors in the U.S., Elle Macpherson is opening a New York flagship for her Australia-based supplement company WelleCo — and doesn’t plan to stop there.
The brand’s SoHo space is set to open today. This will be the first freestanding WelleCo door outside of Australia — Macpherson and her business partner, Welleco chief executive officer Andrea Horwood, also operate a stand-alone shop in Perth. Aside from a strong digital presence — 80 percent of sales come from the brand’s e-commerce site, and it is also available on Net-a-porter — WelleCo is in 100 doors globally including Barneys and Anthropologie in the U.S. in Australia, Asia, Europe and North America.
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