Wilson Emporium reopened on 24th April as a premium Melbourne store
Wilson has reopened its Australian retail store, Wilson Emporium, in Melbourne on 24th April, marking a transition from a temporary concept to a permanent retail location. The reopening follows the store’s initial launch in 2024 as a pop-up designed to test engagement with local consumers.
The Emporium was originally introduced as Wilson’s first dedicated retail space in Australia. It aimed to connect directly with the local market and gauge demand across tennis and broader sporting categories. However, the store exceeded initial expectations, attracting strong interest from tennis players, athletes, and the wider sporting community.
As a result, the temporary activation extended into a longer-term pop-up, remaining open through to March 2026. During that period, the location developed into a central point for sports engagement in the city. It also hosted the Wilson Tennis Club as part of the Summer of Tennis 360 programme in January 2026.
Across a three to five-week activation window, close to 20,000 participants engaged in both on-court and in-store experiences. Consequently, the store established itself as a hub for sport, culture, and community interaction within Melbourne’s CBD.
Following a brief closure, the space underwent reconfiguration before reopening in its current format. The updated store now operates as Wilson’s premium Australian retail destination, positioned to showcase its full performance range across racquet sports and other categories.
Store redevelopment and community engagement
The redesigned Emporium introduces an elevated retail environment focused on product storytelling and experiential engagement. In addition, the store incorporates community-led activations aimed at maintaining ongoing participation from athletes and fans.
Alex Morgan, Head of Retail for Wilson, said: “The store has always been viewed as more than just retail; it is a living expression of Wilson in Australia. What began as a pop-up has evolved into a true retail destination, driven by the incredible response from the local tennis and sporting community.”
Phil Watkins, Head of Wilson, said: “Whilst we took a moment out to ‘practice’, Wilson Emporium is back to serve the community in a more elevated way. This premium retail update will deliver a meaningful experience for tennis and sports enthusiasts, as we empower every human to live like an athlete.”
The Emporium will continue to function as a central hub for athletes, players, and fans. It supports Wilson’s broader strategy to increase participation in sport while delivering integrated retail and community experiences.
