Luxury accessories retailer MIMCO opened a ground floor concession store in Myer on October 18. 

Ballarat fashion blogger Liana Skewes from Finding Femme said it’s a step in the right direction for Ballarat’s retail scene. 

“It’s been slim pickings for a long time, and while we’ve got some great boutiques now, MIMCO is a nice addition,” she said. 

“Every time I’ve gone shopping with my sister, who is also a fashion blogger, Geelong has been the closest city with high quality fashion and similar retailers to Melbourne.

“I really hope MIMCO coming will encourage other fashion retailers to consider opening in Ballarat, so we don’t always have to resort to online shopping.”

MIMCO Managing Director Sarah Rovis said was excited to give customers in the region a new shopping experience just before Christmas.

“We’ve had our sights set on Ballarat for some time now, after watching the progressive economic growth in the area,” Ms Rovis said. 

“With the proliferation of social media, regional audiences are following the same fashion trends and brands as metropolitan audiences.

“This is why we think it’s important to give regional centres and customers access to new season luxury accessories in their home town.”

The Melbourne-based company opened in 1996 and is lead by Ms Rovis and head of design Ailsa Roe.