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First Look: Australian luxury lifestyle brand Camilla in U.S. expansion

Camilla
Camilla, The Mall at Short Hills, Short Hills, N.J.

A resort and ready-to-wear luxury brand famous its colorful prints is expanding across the United States.

Camilla, founded by Australian designer and artist Camilla Franks, has made its East Coast debut, opening a lavish, richly detailed 2,000-sq.-ft. shop at The Mall at Short Hills, Short Hills, N.J. It’s the company’s fourth U.S. outpost, joining locations at Merrick Park, Coral Gables, Fla.; South Coast Plaza, Costa Mesa, Calif.; and Aventura Mall in Miami.   

The new, 2,000-sq.-ft. store is in line with Camilla's strategic expansion plan. The company plans on opening 20 U.S. stores during the next four years.

The brand’s signature prints — hand-drawn and painted by artists — take center stage in the Short Hills store, dubbed the “Hotel of Curiosity.”  Womenswear and men’s offerings are displayed above brass totem animal details embedded in the timber flooring.  Footwear, sunglasses and home products are showcased on columns decorated with Camilla’s iconic prints.

The space has a champagne bar featuring chairs upholstered with the brand’s prints, and a vintage train-styled area adorned with images from the founder’s travels. A section dedicated to kids and babies features small-sized fixtures, three-dimensional soft animals and a custom coloring  station, complete with mini boxes of healthy popcorn.

In addition to its 27 global storefronts and e-commerce site, Camilla  is sold through luxury department stores and upscale boutiques around the globe, including Saks Fifth Avenue, Neiman Marcus, Harrods, Bergdorf Goodman, Farfetch, Matches, Revolve and Net-A-Porter.  The brand also has a presence in more than 40 upscale hotels.

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