Introducing FLANNEL Doncaster: Our Newest Melbourne Boutique

Pictured: Tilly Cami, Ottavia Cami Dress, Lara Belt, Camie Slide & Bag

A New Home for FLANNEL in Melbourne's North-East

We are thrilled to open the doors to FLANNEL Doncaster, our newest boutique within Westfield Doncaster. Thoughtfully designed to embody our signature understated luxury, this space was created with the women of Melbourne’s North-East suburbs in mind.

With this opening, our world of quiet elegance and contemporary keepsakes moves within easy reach, welcoming a wider community into our soft, refined world. 

What You'll Find In-Store 

A space that echoes calm, refined simplicity, the feeling that defines all our boutiques. Warm, inviting and quietly elegant. 

Here, natural textures and thoughtful design set the tone. Hand-cut marble surfaces sit alongside textured tiled walls and timber flooring, their organic tones softened by vintage furniture and plush honey velvet curtains. Mint-green shelving and gentle, flattering light add subtle colour, creating a space that feels both curated and deeply comforting. Every detail is considered, yet nothing overwhelms; the surroundings simply create a tranquil backdrop that allows each garment to speak for itself. 

It’s a space designed for lingering, a place to browse, style and discover pieces that feel instantly at home. 

Our newest collection awaits, featuring a considered edit of occasion pieces designed to slip on with ease yet leave you feeling instantly polished, alongside artisan-made garments that honour texture, detail, and craftsmanship. Discover silks that catch the light, cashmere and knitwear that wrap you in warmth, linens that breathe effortlessly, and embroidered cottons that bring subtle romance to the everyday. 

Each piece is a contemporary keepsake, inspired by the moments we travel, work, create, and play. Made to be worn, loved and lived in. 

Why We Chose Doncaster 

Many of our customers travel from Melbourne’s north-east to visit our Armadale, Albert Park, and Brighton boutiques, or shop with us online. Opening in Doncaster allows us to bring the FLANNEL in-store experience closer to home for women in Kew, Surrey Hills, Canterbury, Camberwell, Mont Albert, and the surrounding suburbs. 

With its vibrant retail precinct, easy access from the Eastern Freeway, generous parking and proximity to other beloved boutiques and retailers, Doncaster is an ideal location to welcome our existing customers, and to introduce FLANNEL to those discovering the brand for the first time. 

Visit FLANNEL Doncaster

Step into our new boutique and discover the warmth, beauty, and effortless luxury at the heart of FLANNEL.

FLANNEL Doncaster

Level 2 — Westfield Doncaster 

Now Open 

We look forward to seeing you soon x