Australia’s pre-eminent luxury fashion destination Parlour X, today announces the relaunch of its newly revamped e-commerce website.

The Australian owned business located in Paddington was founded by Australian buyer, Eva Galambos in 2001.

“It’s a whole new day for Parlour X,” says Eva Galambos, about the changes in bricks and mortar and e-commerce. “It’s really rare to service luxury bricks-and-mortar and e-commerce at exactly the same time.

We wanted to think carefully about what each of them do well, and how each of them serve our clientele.”

The new has been restructured to provide the ultimate user-friendly, seamless luxury shopping experience with improved navigation and functionality throughout, allowing customers to explore detailed product information which is styled, edited and produced in-house, and convert to purchase with a three-step check out and next-day shipping Australia wide.

Whilst many Australian traditional boutiques have neglected online, leaving overseas e-commerce retailers as the online go-to choice for Australians, Eva has shaped and executed a strategy that integrates an unrivalled in-store environment with an engaging online experience to deepen her connection with her clientele. is the only Australian owned multi-brand, luxury e-commerce fashion platform for brands including Valentino, Chloe, Balenciaga, Comme des Garçons, Stella McCartney, Vetements, Fendi, JW Anderson, Sacai and the latest arrival, Loewe.

As the retail team in-store and online grows, with staff dedicated to creating and producing original content online – upward of 30 pieces of original content per week – offers a non-automated customer care approach through a tailored luxury service for each customer.

Over the last six months, Parlour X has been building 150 square-metres of warehousing space located within the premises and underneath ‘The Church’, which will resident the operations, logistics and facilitation of all online orders. Eva Galambos shares “For me, what’s important is to really leverage the wonderful expertise we have for our clients.

I think our clientele expects experiences within Parlour X, both boutique and online, to be equally sophisticated in their offering.”

The new e-commerce site has a deluxe, clean design, with enhanced rich content including ‘the journal’ which provides immersive storytelling and buyer insights through original designer interviews from Massimo Giorgetti (MSGM) to Kym Ellery, alongside city guides from captains of industry and showroom diaries direct from Paris and Milan.

“In my mind it’s all about making Parlour X as inspiring as possible.

The new reflects our commitment to continually striving to deliver the best and most innovative retail experience nationwide,” says Parlour X Director, Eva Galambos.

Parlour X was the recipient of the Australian Fashion Laureate Award in 2016 for Best Australian Retailer and the Prix De Marie Claire Award for Best Fashion Boutique for 2015/16.

Source: parlour x