The Standard Store

Standard StoreWhen people describe inanimate objects as having personalities, physical attribute, names even, others might shy away. We, however, see creativity, and something a little different. This is what we see in The Standard Store, which has opened its second shop here in Melbourne.

Husband and wife Orlando and Nicola Reindorf envisioned the Melbourne store as a sexy redhead, and Sydney store as a sassy blonde. Subtle yet important differences if ever there were any.

After two years of debate, they’ve chosen Gertrude Street in Fitzroy to bring up said sexy redhead. We think she’ll fit right in.

The low-key collection takes pieces from European brands that might not have seen the light of day here in Melbourne, and who have that ability to never date. You can get your hands on finds from expected brands like Armor Lux who will provide all your striped T needs, while London undercover will keep you dry with their gorgeous umbrellas and Lucy Folk will make your arms look adorable with their range of jewelry.

Tim Magdalino was behind the store fit out with the help of furniture designer and builder Gordon Johnson. Dark woods and copper railings make the sexy red head come alive.

There’s nothing standard about this cool chicas.

The Standard Store
159 Gertrude Street, Fitzroy

About the author

Yoga teacher, writer, blogger, and marketing whiz – it’s safe to say Amy Collins is a busy little lady. Her idea of a stellar evening is yoga class followed by a glass of wine. Her favourite quote: “In the end, only three things matter: how much you loved, how gently you lived, and how gracefully you let go of things not meant for you.”


Born from a desire to perfect personal music listening, the Powerbeats Pro earphones are certainly stepping up the game. Even just opening the packaging brings drama as you peel back layers of packaging to find the metal earphones case.

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