WARRNAMBOOL has a new women's clothing store after Ocean Grove fashionistas acted on the growing popularity of their label in the south-west.
Elm Lifestyle, a colourful, everyday women's label, has replaced Franca Clothing on Koroit Street.
Franca previously stocked a range of Elm clothing, but retiring manager-landlord Jan Francis has leased the store to the label.
New store manager Jayne Herbert said the label was already popular among Warrnambool shoppers and the move showed renewed retail confidence in the city.
"It's showing signs that Warrnambool is on the move again," Ms Herbert said. "We have had a bit of a downturn since the street renewal, and it's good to see some confidence come back and shops filling up."
Ms Herbert, who has worked in fashion retail in the city and Port Fairy for 25 years, said women did not dress up as regularly as they once had and the store's clothing balanced smart and everyday garments.
"It's good to see a label you can wear everyday and still look good at home or out for lunch, or exercise or whatever," she said. "It's a unique look because Warrnambool doesn't have anything like this as far as good quality casual fashionable clothing."
Husband-wife owners, from Ocean Grove, started the label five years ago with stores also in Geelong and Melbourne.
While the store stocks tops, jackets, pants and skirts in vibrant prints and colours, it also offers accessories and homewares.
Have you signed up to The Standard's daily newsletter and breaking news emails? You can register below and make sure you are up to date with everything that's happening in the south-west.