Hey everyone!
Today, I wanted to share a little update on something that’s been simmering behind the scenes at Bprimal: our very first Melbourne store.
First off, thank you so much for all the messages, comments, and questions about our expansion plans. As many of you know, the Sydney store has been an absolute joy to run, the community support, the conversations with barefoot pioneers who drop by, and the chance to introduce more people to the magic of foot shaped shoes has been humbling. But Melbourne? Well, Melbourne has always held a special place in our hearts. From the laneways with mosaic art to the coffee culture around every corner, it feels like a city that celebrates individuality, creativity and of course walking.
Over the past few months, our team (and by team I mostly mean me in countless Google Maps tabs) has been hunting for that perfect spot. Finding the right location is about so much more than square footage or rent prices; it’s about community, accessibility and a feeling of belonging. We want a space that’s welcoming, where you can drop in for a chat about foot health, try on a pair of barefoot shoes or simply absorb the relaxed vibe that Bprimal is all about.
Which brings me to the news I am thrilled to share. After visiting and looking into many locations across Melbourne, we have found the perfect home in Northcote.
If you know Melbourne even a little, you’ll know Northcote has that lovely inner north hum. It sits close to the city but has its own personality. High Street and the surrounding strips are full of cafes, little shops, live music and that neighbourhood kindness that makes you want to stay a while. There is a warmth to the place that matches the kind of store we want to build a calm, welcoming space where people feel comfortable to chat about foot health, try barefoot shoes and join a weekend meetup.
A few things that made Northcote feel like the right fit for us
Community comes first
We wanted a place that already has people who care about local businesses, sustainable choices and a busy community calendar. Northcote feels like that kind of place. Markets, music and local events bring people together and that really matters to us because Bprimal is as much about conversations and connection as it is about shoes.
Easy to reach and easy to linger
Good public transport and bike friendly streets were a big tick. It means people can walk or ride in, linger over a coffee, and if they want to try barefoot walking afterward there are lovely nearby spots to do it. That sense of accessibility but also being part of a place you want to hang out in felt essential.
A creative and family friendly vibe
We loved how Northcote mixes creatives, families and people who simply love a good cafe. It felt like the kind of neighbourhood that would be open to workshops, little foot clinics and the casual conversations that turn into real improvements for people’s feet.
What the store will feel like
We are planning a warm timber rich space with soft lighting, greenery and comfy spots where you can take your shoes off and chat. There will be a dedicated area for trying footwear and enough space to host workshops and small community events with our foot experts. We want it to feel friendly not clinical, practical not precious.
What comes next
Over the coming weeks we will be sorting permits, working on the fit out and making sure the shop is just right before we open the doors. I will share photos and behind the scenes updates as things come together. We are planning to open with some gentle community events to introduce ourselves and learn from you.
Thank you for being part of this journey. Finding the right home for Bprimal in a city as rich as Melbourne was important to me. Northcote feels like the place where we can do what we love best bringing practical foot health to a warm curious community. I can’t wait to see you there.
We'll keep you posted on our October grand opening!
Warmly
Jamie
Founder, Bprimal
