A New Chapter: Discover Our High Street, Armadale Boutique

FLANNEL's New Flagship in Melbourne

Melbourne has always been woven into the fabric of FLANNEL — a city defined by creativity, elegance, and enduring style. With the opening of our new flagship boutique on High Street, Armadale, we begin a new chapter: one of community, connection, and considered, timeless design. 

Why High Street, Armadale? 

High Street, Armadale is among Melbourne's most celebrated shopping strips. A walkable boulevard lined with heritage façades, luxury boutiques, artisan cafés, and galleries. Renowned for high-end fashion, interiors, and culture, it is a street where locals and visitors alike linger, explore, and discover, drawn by both style and atmosphere. To join this iconic precinct is to step into the heart of Melbourne's fashion community, and we are honoured to now call it home. 

Inside the New FLANNEL Boutique

Step inside, and the spirit of FLANNEL unfolds. Feminine, vintage, and quietly romantic, the boutique has been crafted around our women's collection: silks that whisper against the skin, delicate lace and artisanal detailing, and fluid silhouettes designed to move effortlessly between work, travel and play. 

Complementing this is our men's collection, also joining this new space, designed by our Creative Director's husband. With streetwear influences and eclectic finishes, it offers relaxed tailoring, refined cottons, and soft wools — garments that are at once effortless, elevated, and designed for the modern man who moves through life in tandem with the FLANNEL woman. 

Every corner of the boutique has been curated as an immersive experience, where garments feel like modern heirlooms — pieces that gather meaning over time, becoming personal, lived-in, and cherished. It is a space that invites you to step fully into the FLANNEL story.

Behind the Scenes: The Making of Our Armadale Boutique

The creation of this space has been a journey of care, craft and collaboration. From blank walls to a boutique alive with light, texture, and intention, every detail has been shaped to reflect the FLANNEL ethos. 

Watch the transformation unfold on @thatflannelgirl and experience the journey behind every corner of the store with us. 

Experience FLANNEL on Melbourne's Most Celebrated Shopping Strip

This opening is more than a new address. It is an invitation to experience FLANNEL at the heart of High Street, Armadale, Melbourne's distinguished fashion destination. We look forward to welcoming you into our new home, to experience the refined ease, warmth, and understated poetry of FLANNEL.

Visit us at 1031 High St, Armadale, VIC 3143.