Hommey Fitzroy
On Melbourne’s iconic Smith Street, a new kind of homewares destination is making its mark.
Hommey, the Australian label known for its bold home essentials, has unveiled its latest and most immersive space yet – a third brick-and-mortar store, located in Fitzroy and designed by In Addition. Having opened its doors in March 2025, the store in the 131 Smith Street development brings a new dimension to the brand’s ethos of curating tactile comfort, offering a sensory-rich space that invites discovery, play and personal expression.
Hommey was founded as a digital brand in 2020 by Justin Kestelman, blending elevated aesthetics with accessible luxury. As its online presence grew, so, too, did the need for a physical one. Fitzroy follows South Yarra and Armadale as the next chapter in Hommey’s hybrid retail evolution – one that weaves together the convenience of e-commerce with a tangible and inviting in-store experience.
“This new store represents a natural progression for the brand,” says Kestelman. “Our Fitzroy location is not just treated as a store – it’s a space to inspire and engage with our customers, offering them the opportunity to experience our products firsthand and curate their ideal homes.”
Indeed, the store reads less like a conventional shop and more like a living mood board. Customers are drawn into layered, zoned spaces defined by warm timber, lush carpeting, stone surfaces and gentle curves, reflecting Hommey’s appreciation of form. Every detail has been carefully considered to ensure the store feels plush yet elevated, from the curved glass frontage that floods the interior with natural light to the grid ceiling that lends structure without rigidity.
Cushions, robes, bedding, towels, faux fur throws, kitchen essentials and a charming pet collection are displayed not merely as products but as part of a broader design language – one that invites customers to transform their homes into sanctuaries. Gloss finishes inject a sense of playfulness into the brand’s signature warmth, while blue velvet curtains in the change rooms add a touch of luxury. Refined yet warm, chic yet approachable, the interior captures the very essence of Hommey: tactile, expressive and joyful.
At its core, the Fitzroy store is an invitation to slow down, to feel, to mix and to match. Every millimetre of Hommey on Smith Street beckons with detail, and every display encourages engagement with the range. A destination for homeware lovers and design-minded locals alike, the space allows customers to truly shape their personal aesthetic and discover comfort through creativity.
Interior design by In Addition. Build by i4 Design & Construction. Stone by Signorino. Flooring by Woodcut. Lighting by Frangere Studio, Space Furniture and Sphera.
