Case study: Henne’s masterclass in launching a store in a new market and driving demand

How do you pull off a flawless store launch in a new market? Just ask HenneOpens in new tab.

Henne was founded in 2019 by sisters and friends Nadia Bartel, Michelle Ring and Laura Broque. After a successful launch of a Melbourne flagship store, Henne cast its eye to Sydney, where the brand has a large and loyal following.

Its Paddington boutique opened in June to much fanfare. This expansion marks a significant milestone for Henne, as the brand continues to grow its retail footprint and strengthen its presence in key locations.

The decision to open in Paddington was driven by customer data showing where its Sydney customers were located and foot traffic would likely fall.

“Our Sydney boutique is more than just a retail space – it’s a place for our customers to connect with the brand, attend VIP events and styling sessions. We are committed to fostering a sense of belonging and inclusivity within our NSW community,” Henne said of the launch.

Since June, Henne has seen a significant uplift across its entire marketing funnel on Tracksuit within NSW. Its Sydney store opening is a masterclass in driving demand around opening up a new retail footprint – here’s how they did it.

What Henne’s campaign did

Henne’s marketing team didn’t rest on their laurels and assume that demand for its first Sydney store would be high (although this would’ve most likely been the case).

Instead, they wrapped a multichannel campaign around the opening to drum up interest and excitement with a broad audience in the lead-up to launch.

Two events hosted at the store ensured user generated content (UGC) of the new store flowed far and wide on social media from both high-profile influencers and members of the public.

There was the ‘Unveiling event’, where the entire exterior of the Paddington event was draped in undulating chiffon. This created an eye-catching, theatrical backdrop for a cocktail party for friends of Henne.

Henne partnered with key influential fashion figures such as Pip Edwards and Sarah Ellen, who were in attendance on the night. Inside, a jazz band provided a soundtrack to the evening, while brand partnerships with San Pellegrino, Waterford, Belvedere and Wedgwood were on display.

On the first day the store opened to the public, Henne hosted the ‘Piazza’ event.

Shoppers waiting in line were served fusilli alla vodka pasta and cake as part of a collaboration with Pepi's, which was a delicious distraction from the boutique’s hour-long wait throughout the day.

The store’s opening was well covered in titles such as Vogue, Harper’s Bazaar, Marie Claire and Broadsheet, while OOH advertising was run on posters around Sydney meant the opening couldn’t be missed.

“The store's unveiling piqued consumers' curiosity, proving highly effective with our engaged audience who appreciate being part of something special,” Bronte says.

What the Tracksuit data shows

To accurately measure the impact of the Sydney store launch, Henne’s team input this as an event within Tracksuit’s Timeline feature. The team then reviewed the three-month period around the store launch (April to July) and compared it to the previous period.

The data showed a significant lift in top-of-funnel brand metrics in NSW around the time of Henne’s store launch, when it had scaled its marketing efforts.

Awareness and consideration with women in NSW increased by 4% over this period, while investigation and usage increased by 3%.

Henne’s brand awareness in NSW is now one percentage point off its total awareness in Victoria, the state in which the brand was founded. This is also two percentage points higher than the competitor average.

Speaking on what resonated best with consumers throughout the campaign, Bronte said: “The sneak peeks and unveiling created a sense of involvement in the exciting launch. The captivating imagery and installation not only drew attention but also generated significant press and awareness around Henne. The campaign’s strong emphasis on expanding into a new market was a resounding success, resonating deeply with customers and sparking their intrigue and interest.”

The connection between a retail footprint and its impact on brand health isn’t always clear, but Tracksuit’s data clearly shows the difference that opening up a bricks-and-mortar presence in Sydney has had for Henne.

Bronte says brand tracking can play a valuable role in launching a new retail footprint and measuring the success of marketing activity in a new region.

“Implementing Tracksuit has significantly helped us track results that normally haven’t been trackable, which is beneficial for our leadership. It has given us confidence that the work we are doing is having positive results on our brand awareness,” she says.

“We are also finding it incredibly helpful to record our larger brand activity via the Timeline feature. It has allowed us to gain insight into the success and impact of our campaigns, as well as gaining measurable results to share with the wider team, and make more informed decisions in the future.”

Off the back of the Sydney store launch, Bronte says Henne will have more confidence on exploring specific locations with measurable data gained through Tracksuit, as well as data on previously successful marketing campaigns.

And for avid fans of the Henne brand, you’ll be pleased to hear that a third store is on the cards. Bronte says she can hint at this opening in 2025, but the location is yet to be revealed. Watch this space!

For more of Henne, check out the brand on InstagramOpens in new tab.