Lorna Jane Tests In-Store Concept

Lorna Jane (Brisbane, Australia), an Australian activewear brand with 200 stores worldwide, is experimenting with in-store experiences in its Santa Monica, Calif., flagship.

Titled “She Is You,” the campaign features a speaker series as well as interactive elements such as a punching bag and mini trampoline, reports Women’s Wear Daily.

“Santa Monica is officially our flagship store and I feel that with the trend toward online shopping, we have to develop our in-store experience so that it’s an experience that you could do not online,” said Lorna Jane Clarkson, the retailer’s founder and chief creative officer. “We want to have an interactive environment.”

If successful, the campaign will be rolled out to other stores.