VRG GRL Just Opened Its Most Elevated Store Yet
By Kiri Johnston | 19th May 2026Australian fashion label VRG GRL has officially opened the doors to its new Bondi boutique, marking the brand’s second Sydney location in one of the city’s most iconic shopping precincts.
Established in Brisbane in 2007, VRG GRL first began with a small store in Elizabeth Arcade before later expanding into West End, steadily building a loyal following through exclusive prints, trend-led collections and a strong sense of individuality. Originally launched as Verge Girl by sisters Daniella and Natalia, the brand has since evolved into a globally recognised Australian fashion label worn worldwide.
Located on Gould Street, the new Bondi space was designed by Melbourne design studio, Studio Doherty and reflects a more elevated, design-led direction for the growing brand, blending warmth, edge and a strong sense of identity throughout the interiors.
“Expanding our retail footprint has been in the works for a while. Gould Street, Bondi, has been a key position in our retail expansion planning. Since we have a huge customer base in the area so it seemed natural for us to open a retail store there,” founders Daniella and Natalia shared.
The Bondi opening marks VRG GRL’s latest retail expansion in Sydney, following the success of its Warringah Mall location.
The store has been designed to feel immersive and welcoming from the moment customers walk through the door, with soft textures, considered detailing and unexpected moments woven throughout the space.
“The Bondi store reflects where VRG GRL is headed, bringing together our growing commitment to responsibility, originality and inspiring product,” they said.
For Studio Doherty, the goal was to create a store that felt both calm and intriguing, while still capturing the evolving energy of the brand.
“We design with clarity and intent. We design spaces that feel confident, resolved and a little bit unexpected,” said Mardi, Director at Studio Doherty.
Phoebe, Associate and Designer at the studio, explained the atmosphere they hoped customers would experience immediately upon entering. “Warmth first – then a few unexpected moments that make you want to keep moving through the space. We wanted the space to be a little bit edgy, a little bit feminine, and very much a reflection of the brand.”
“We want them to feel intrigued yet also at ease. There should be an immediate sense of calm, paired with curiosity,” Mardi added.
To celebrate the opening, VRG GRL hosted an intimate launch evening inside the new boutique, welcoming friends of the brand, local tastemakers and Bondi customers for champagne, oysters, music and small bites.
“I hope customers feel welcomed and inspired, and that our space embodies the brand’s image, inclusiveness and authenticity,” the founders shared.
As VRG GRL continues to expand its retail footprint, the Bondi opening signals a confident next step for the Australian label, bringing together fashion, interiors and community in a space that feels distinctly aligned with the brand’s evolving identity.
VRG GRL Bondi is now officially open at 3/82–92 Gould Street, Bondi Beach, NSW 2026. Visit the new space and shop the latest collections in-store now.
