Melbourne lingerie and sleepwear brand Kat the Label (KTL) has opened its first physical store in Cremorne.

Founded in 2014, the brand says the new brick-and-mortar store acts as an “extension” of its online presence, giving customers an opportunity to shop retail exclusives in signature KTL styles coupled with regular events like late-night shopping and VIP product launches.

The brand’s designs are dubbed “fiercely feminine” with garments designed to “lace consumers with confidence”. The label is also stocked online at retailers such as Revolve, Shopbop, Free People, Urban Outfitters and will soon be launched at David Jones.