Luxury merino fashion brand Perriam has officially opened its new flagship store in Wanaka today.

Two years after launching the label wholesale, online and in the Perriam boutique in Tarras, the brand has expanded as such to enable Wanaka fashion designer Christina Perriam to commence her retail strategy.

The shop opening follows the recent launch of the Perriam Woman 2016-2017 Summer collection.

The flagship store is located on lower Helwick Street in the centre of Wanaka and has been designed to replicate a beautiful country villa. Dado railings and mouldings adorn the walls and a carved fireplace is a centrepiece. Wood, white and greenery set the theme and darkened walls create a lodge feel. The counter represents a country kitchen, the clothing areas are the living room, the changing area represents the bedroom and babies and children’s range Little Perriam represent the nursery.

“Since we launched Perriam Woman in October 2014 the brand has gone from strength to strength,” said Perrium deisnger Christina Perriam. “We’ve featured in New Zealand Fashion Week, two iD Dunedin Fashion Weeks, launched Little Perriam, and also Perriam Home.”