Loyalty to H&M brand prompts move around the world to manage new Perth store


H&M GPO Perth manager Phillipa Purdy moved from the UK to take up the opportunity to manage the new Perth store. Picture: Andrew Ritchie
H&M GPO Perth manager Phillipa Purdy moved from the UK to take up the opportunity to manage the new Perth store. Picture: Andrew Ritchie

YOU know you are dedicated to a brand when you decide to relocate to the other side of the world to be the store manager of H&M’s Perth GPO flagship store.

Former UK resident Phillipa Purdy, who has been with the retail giant for 18 years, moved from Newcastle with her husband to start a new life together in Australia because she loves everything about her job.

“I’ve worked in fashion retail from the age of 15 and since then have worked various different jobs in visual merchandising,” she said.

“I have worked with other fashion retailers throughout my career and I joined H&M 18 years ago and I’ve never looked back.”

Ms Purdy said she was proud to be part of such a unique store, one of which she rates as one of the most beautiful in the world.

“When you walk into the store you see just how much thoughtfulness has gone into the restoration of the building and then pair that with the new element that H&M has bought in, the GPO has been brought back to life again and I believe will inspire our customers,” she said.

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“Having the opportunity to work with H&M overseas previously in support in different markets, it really gave me an interest in relocating and Australia has always been a country I’ve always been in love with.

“I’ve had plenty of holidays here and what’s not to love about Perth?

“You’ve got the city, you’ve got the beach, you’ve got a fantastic lifestyle and it’s all rolled in with the position at H&M as well.”

With the store filled to the brim with the latest trends, Ms Purdy said customers could expect some fantastic new pieces and exciting collaborations.

“We are very excited to have The Weeknd’s new ‘Icons’ collection, which is a very unique and new to H&M and is a collaboration with his own label,” she said.

“That concept is available for a very short time and I’m sure it will sell very quickly.

“We also have our high fashion departments where you’ll find inspiration straight off the catwalk.

“We also have a great collection of everyday items that you would always want in your wardrobe.

“We are also so excited to have the first ‘Home’ collection available in Western Australia, which takes up a third of the first floor.”

She added she hoped the brand would bring more foot traffic to the city and add some vibrancy to the Perth shopping scene.

“There are lots of new places popping up and with H&M opening up we’ll absolutely support more shopping in the city,” she said.

“I think it’s a great thing and it’s going to bring such a positive vibe to an already thriving city that’s on the up.”

H&M entered the Australian retail market in 2014 and have 19 stores nationwide, including one at Lakeside Joondalup Shopping Centre.