Sleeping Giant and James Lane Victoria debut stunning new concept amidst strong growth

After a blockbuster start to 2022 as homeowners continued their focus on beautifying their abodes, Sleeping Giant and James Lane’s newest refresh project has become hot property.

Sleeping Giant is an industry stalwart with a market presence spanning over 40 years and 24 stores across the Eastern States of Australia. Sister brand James Lane is young by comparison, starting in 2016 and growing rapidly with 25 stores.

Both brands have a desire to continue to expand in key retail tenancies with a particular focus on Victoria.

Historically the two stores have presented a united front, ensuring customers’ needs are completely covered.

But the group has just unveiled an exciting new concept for both Sleeping Giant and James Lane that has customers and industry leaders excited, proving that a focused approach can work wonders.

“Our decision to create two standalone concept stores for James Lane and Sleeping Giant stemmed from strong growth for both brands, and an opportunity to allow each store to shine on its own,” said Jordan Reynolds, Head of Property, James Lane and Sleeping Giant.

Each store is unique, though both fit-outs boast only the best finishes, allowing customers to get a taste for the on-trend, fashion-forward direction that inspires the product offering of James Lane and Sleeping Giant.

James Lane’s upscale fit-out exudes a cool yet contemporary vibe, mirroring the furniture and decor found inside. Slick black interiors allow the product to stand out, and carefully placed lighting gives an impression of brightness and warmth.

Sleeping Giant has expanded its range far beyond quality mattresses, now offering customers affordable yet stylish bedroom furniture, bedding and homewares.

Walking into the store, visitors will appreciate the carefully considered details and bright, open concept arrangement, making customers feel inspired as soon as they walk through the door.

“With these new fit-outs, our team has put a focus on attracting both new and existing customers, added Mr Reynolds.

“As a proudly family-owned Australian business, it’s important to us to create spaces that inspire customers and add value.

“This will be further supported by our commitment to being an omnichannel-focused business alongside the launch of our new website in late 2022.

“We are investing heavily in modern marketing campaigns and in-store experiences to improve foot traffic – both for our brands and the centre,” said Mr Reynolds.

James Lane and Sleeping Giant both have large and dedicated online followings, and both audiences are growing steadily, with a significant rise in followers respectively.

“Customers are excited by the work our teams are doing and our strong product offering,” said Mr Reynolds.

“Our carefully planned influencer marketing strategy has allowed us to capitalise on this excitement, turning customer goodwill and increased brand awareness into real dollars and cents at bricks-and-mortar locations.”

With the increase in sales, the business has needed to expand warehousing in Victoria to meet customer demand. The new warehouse will open in June and is in the brand-new Canvas West Estate.

“Canvas West is the perfect launchpad to help take Sleeping Giant and James Lane to new heights,” said Mr Reynolds.

“With close proximity to our Melbourne locations and situated within easy distance of the city’s Principal Freight network, multiple airports, and the Ports of Melbourne and Geelong, Canvas West is perfectly positioned to deliver our goods to customers quickly and efficiently.

Working with leading industrial developers Frasers Property, the facility will contain almost 15,000 square metres of warehouse space, offering more than enough room for James Lane and Sleeping Giant to grow.

“Our aim is always to get product to customers as quickly as possible.

“This new warehouse will support our model to have stock ready when the customer wants it, so no one is waiting months for delivery.

“The home interiors industry is growing at a record pace, and we recognise that this growth needs to be met with an effective expansion strategy.

The facility has been purpose-built to facilitate future growth in Victoria, and beyond,” said Mr Reynolds. “It’s an exciting time for our team – and our customers as well.”