Forty Winks has opened a new franchise in Johnston Street, Fitzroy – an area gaining popularity for its boutique furniture and decorator stores.

Franchisee David Williams, said “Fitzroy seemed like an ideal location as it has such a high population density with so many apartments and residential warehouse developments.”

“Our product mix has a focus on urban furniture with many beds providing storage options for smaller abodes.”

Point of sale items and branding have been limited and the product mix has been carefully selected to include bedroom furniture, sofa beds and mattressess from brands such as Sleep Maker, Sealy and Simmons, as well as quilts, pillows, bed linen, lamps and other decorator items.

“Consumer shopping trends show customers are returning back to strip shopping and looking for great brands outside of the big shopping areas and the Forty Winks store expansion strategy embraces this,” said CEO, James Hayward.