The Fitting Room Presented by Primary

Image from Primary via Flaunter

An Immersive Lingerie Experience Opening in Richmond

This spring, Australia’s premium curated lingerette Primary invites guests to experience The Fitting Room, a limited-time, immersive lingerie activation opening in the former Friends with Frank store in Richmond from October 29th.

Created with a sense of discovery and intrigue, and designed to reimagine the way women shop and are fitted for their undergarments, The Fitting Room blends exclusive international brands, expert fittings, and elevated hospitality into a single, sensorial, service based experience. Guests will be immersed in a concept store alive with colour, featuring locally designed furniture, draped curtains illuminated in rich, saturated hues, thoughtfully designated spaces for exploration, and sumptuous, textured fabrics that invite touch and linger in the memory.

With designs for every occasion from leading labels including ELSE, Love and Swans, Nette Rose and Bye Bra, the collection spans elevated essentials, shapewear, and special pieces, all personally fitted by Primary’s expert stylists in a private, welcoming space.

Image from Primary available via Flaunter

For an indulgent pampering experience, The Fitting Room offers complimentary tea tasting and a menu of bespoke services. Options range from the Express Fit ($20, 20 minutes) for those who know what they love, to Post-Maternity and Full Wardrobe Reviews ($150, one hour) for those looking for specialist support or a complete refresh. The First Bra and Bridal Party fittings (from $80) offer guided, celebratory experiences handled with care. All fitting fees are fully redeemable on product, and 10-minute complimentary fit checks are also available.

“I wanted the experience to feel indulgent, like a visit to the spa but one where you leave with something lasting.” Says Primary Founder Samantha Harrison. “That’s what lingerie shopping should feel like: an act of care for yourself, not a chore.”

Founded on the belief that lingerie should be intentional, beautiful, and fitted perfectly, Primary offers a refined selection of undergarments with Australian-exclusive access to global labels. Each piece is chosen for its craftsmanship, comfort, and ability to elevate the everyday. With The Fitting Room, Primary brings its vision to life, offering a tactile, personal, and luxurious approach to lingerie shopping. It’s an experience that celebrates fit as a form of self-expression, confidence, and care.

Open from the 29th October - December, Wednesday to Friday (11 am–6 pm) and Saturdays (10 am–3 pm), The Fitting Room welcomes visitors to browse, book fittings, or simply enjoy the space, with gifted and group sessions also available.

For all high-res imagery and media enquiries, please contact iD Collective via the Primary Flaunter profile.

Store Address: 2a/30 Wangaratta Street Richmond VIC 3121

For bookings: primarystore.com.au/pages/the-fitting-room-by-primary

Socials: @primarylingerette