SHOPPERS went into a frenzy today with the unveiling of more than 20 new retail stores at Pacific Fair shopping centre.

The centre celebrated the opening of major international brands as part of its $670 million redevelopment, including H&M, Superdry and UNIQLO.

Hundreds of shoppers queued for the opening of the new section of Pacific Fair, with excitement boosted by model Jesinta Campbell cutting the ribbon to David Jones' new flagship store on the Gold Coast.

Sass and bide, Camilla, Michael Kors, Oroton, Coach and UGG are just a handful of well-known brands that are set to call Pacific Fair home. 

The new Superdry store, which boasts exposed brick and vintage oak wood finishes, including steel framework, polished concrete floors and glass jam-jar light features, is the company's first Queensland store.

It sits on 230sqm and stocks key fashion pieces and exclusive international collections including SuperdrySport and collaborations with renowned British actor Idris Elba.

Superdry is a British premium lifestyle brand with plans for rapid retail expansion across Australia.

Euan Sutherland, CEO of SuperGroup, says the strategy is to deliver sustainable growth, as its continues progressing towards its goal of creating a global lifestyle brand.

"Superdry is an iconic brand with a strong heritage and we will continue to broaden and strengthen its appeal to customers across countries and age groups," says Sutherland. 

"We see significant growth potential in Australia with plans to roll out several stores nationally in the next 12 months."

Superdry is opening an average of six new stores each month globally. Superdry is sold in more than 46 territories with 516 branded locations in major cities from London to Milan, Mumbai to Sydney and New York to Hong Kong.

In Australia Superdry has 11 existing retail stores and is stocked in 37 David Jones stores and 40 Myer stores nationally.

Meanwhile, UNIQLO hosted Australia's biggest ever 'mystery shop-hop' to celebrate the opening of the new store at Pacific Fair.

Together with Jetstar, the Japanese apparel retailer surprised a group of Melbourne consumers with a shopping trip to the Gold Coast.

The stunt included a speciality chartered mystery flight carrying more than 25 shoppers including a couple on a first date who dropped their plans for a casual coffee for a sky-high encounter at 30,000 feet.

Shoichi Miyasaka, CEO of UNIQLO Australia, says the company is constantly looking for new and innovative ways to surprise shoppers and to create new experiences.

"We're thrilled to bring UNIQLO to Gold Coast residents and for them to experience our product offering," says Miyasaka.

"We've seen a very positive response from Queenslanders to our range of clothing so far and we're confident Gold Coast shoppers will fall in love with the brand too."

UNIQLO, which prides itself on simplicity, quality and longevity, continues to open large-scale stores in some of the world's most important cities and locations.

Today the company has a total of more than 1700 stores in 17 markets worldwide including Japan, Belgium, China, France, Germany, Hong Kong, Indonesia, Malaysia, Philippines, Russia, Singapore, South Korea, Taiwan, Thailand, U.K. and the U.S.

Upon completion of Pacific Fair's redevelopment, the shopping destination will feature 150,000sqm of space with more than 400 shops, restaurants and entertainment areas.

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