A convergence of edgy and exclusive, the iconic fashion label, THE LAIR, has moved just up the road and my golly, their new store is divine!

Celebrating ten years in business this year, it seemed like the best time to make a huge change for the brand, so after a few years of questioning a move, 2021 saw the iconic brand move their space just up the road to 41 Hunter St.

The brand continues its inclusive vibe with the space heavy with neutral tones, and a sleek and minimal feel to it.

We caught up with the ever-so-cool owner, Ash Greenaway,  to hear all about what the past ten years in business have been like and how the newly launched space came to life.

“The last ten years have been amazing, and I’ve just learned so much. It has grown, evolved and exceeded any of my expectations. For the first five years, I was mostly doing it on my own. I would work retail, I’d sew at night, I’d manage my accounts, run my own e-comm. Doing all those little things got to a point where it was unsustainable, if I wanted to continue to design my own line” Ash said.

Over the years, THE LAIR has become the go-to place for those serious about their fashion brands and big lovers of anything leather. With the brand launching their new space in mid-June we have no doubt it will continue to be the go-to for many people both local and further afar.

"I had wanted to make a change for a couple of years leading up to the move. We rode out 2020 (due to the uncertainly surrounding Covid) then coming into this year, we knew it was the time. If we were going to make something happen, it was now. Once we had a date in place, it was full steam ahead.”

Once the team had their hands on the space it was all about how they could bring THE LAIR ethos into a physical space. What would it look like? What was going to be the drawcard for people coming to visit? The more Ash sat on it, the more she wanted to steer away from your typical retail space and instead, explore creating a home.

“I created each space within the store as a space within a home. The fitting rooms are my favourite, they’re designed to encompass the feeling of a bedroom - warm, comfortable, somewhere you’d want to stay a while. The lighting is softer, and the carpets and the boucle seats are soft and tactile.

“The main shelves could translate to a large bookcase in the home. Where people come into your personal space and get an idea of what kind of person lives here. The counter is the kitchen table where people come together, congregate and catch up.”

Whilst you can still shop all of their goods online, alongside their designer brands, it’s the experience that you get from wandering the brick-and-mortar space that keeps you coming back for more.

“Our Newcastle store is still dominating our sales, though e-comm continues to grow with every passing year. It’s a testament to our store here. Our staff are lovely, and we know the majority of our customers by name. They’ve shopped with us for eight or more years, so we know their children, their sisters, their whole family! If people have the opportunity to come in rather than shop online, they will.”

The destination retail space is located on the Newcastle beach end of Hunter St with plenty of parking, cafes, and bars just a short jump, skip, and a hop from their front step.

As always, Ash and her close-knit team are always creating and designing their leather goods, clothing, and accessories in-house, just next door at THE LAIR Studio space.

Take a peek in and you’ll see a group of Lair ladies sewing, cutting, and preparing the extensive range of LAIR leather that covers handbags, belts, wallets and keyrings. You’ll even find a range of limited edition items including leather jackets that are sometimes made in batches as small as five units available in the season.

Next time you’re on Hunter St, drop into THE LAIR and experience this unique, refined retail space and browse the consistently on-point designer range.