{"id":36083,"date":"2026-06-22T08:01:30","date_gmt":"2026-06-22T08:01:30","guid":{"rendered":"https:\/\/www.europesays.com\/australia\/36083\/"},"modified":"2026-06-22T08:01:30","modified_gmt":"2026-06-22T08:01:30","slug":"homie-makes-sydney-debut-power-retail","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/australia\/36083\/","title":{"rendered":"HoMie Makes Sydney Debut – Power Retail"},"content":{"rendered":"

Social enterprise and fashion brand HoMie tests Sydney market with first-ever pop-up as expansion plans take shape.<\/p>\n

Melbourne-based social enterprise\u00a0HoMie\u00a0is heading north, with the retailer set to launch its first-ever Sydney pop-up later this month as it explores opportunities to expand its impact beyond Victoria.<\/p>\n

The three-day activation will run from June 27-29 in Surry Hills, giving Sydney shoppers their first chance to experience the brand in person while helping HoMie gauge demand in Australia\u2019s largest city.<\/p>\n

For CEO Steph Say, the move is about more than retail expansion.<\/p>\n

\u201cWe\u2019re really interested in exploring Sydney and understanding the community there,\u201d Say told Power Retail.<\/p>\n

\u201cWe want to move at the speed of trust in a new city and make sure we\u2019re doing it slowly and in a considered way, really understanding the community need that exists in Sydney.\u201d<\/p>\n

Founded in Melbourne more than a decade ago,\u00a0HoMie\u00a0operates as a streetwear retailer and social enterprise, using profits to support young people affected by homelessness through employment pathways<\/a>, education programs and its \u201cVIP Days\u201d in which HoMie closes the shop to the public and invites young people affected by homelessness or hardship to come in and shop for free and receive beauty services and personal care packs.<\/p>\n

The Sydney stint will include a VIP Day on June 29, with HoMie partnering with local youth homelessness services to provide a shopping and support experience for young people experiencing hardship.<\/p>\n

While the pop-up\u00a0represents\u00a0HoMie\u2019s\u00a0first formal retail presence in Sydney, the brand is already seeing strong engagement from the city through its online channels.<\/p>\n

According to Say, customer demand has helped drive the decision to test the market.<\/p>\n

\u201cWe know based on our online store data that there\u2019s a lot of interest from the Sydney community in the work we\u2019re doing,\u201d she said.<\/p>\n

While Sydney is the immediate focus, Say hinted the retailer\u2019s ambitions could eventually stretch further.<\/p>\n

The brand already enjoys support from customers across Brisbane,\u00a0Perth\u00a0and Adelaide, though Sydney\u00a0remains\u00a0the most logical next step given its scale and existing customer base.<\/p>\n

\u201cWe\u2019ll focus on Sydney for now, but watch this space,\u201d she said.<\/p>\n

The Sydney pop-up will be hosted at an art gallery space on Elizabeth Street in Surry Hills, in partnership with creative agency Today the Brave.<\/p>\n

The expansion comes as\u00a0HoMie\u00a0continues to build its profile through major brand partnerships, with another collaboration with the AFL set to launch in August and\u00a0additional\u00a0sports partnerships currently in development.<\/p>\n

\u201cAll of the activity at\u00a0HoMie\u00a0at the moment is about expanding our impact and doing more of what we do well,\u201d Say said.<\/p>\n

\u201cWhether that\u2019s brand partnerships that spread the word about what we\u2019re doing or opportunities to support more young people in other cities, that\u2019s the kind of work we\u2019re focused on.\u201d<\/p>\n

HoMie will be open to the public at Gallery Brave in Surry Hills from Saturday 27 June \u2013 Sunday 28 June, 10am-5pm.<\/p>\n","protected":false},"excerpt":{"rendered":"Social enterprise and fashion brand HoMie tests Sydney market with first-ever pop-up as expansion plans take shape. Melbourne-based…\n","protected":false},"author":2,"featured_media":36084,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[30814,12018,30815,30816,30817,1002,247],"class_list":["post-36083","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sydney","tag-bricks-and-mortar","tag-expansion","tag-homie","tag-insights","tag-pop-up","tag-retail","tag-sydney"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts\/36083","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/comments?post=36083"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts\/36083\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/media\/36084"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/media?parent=36083"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/categories?post=36083"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/tags?post=36083"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}