Merino fashion brand Perriam has officially opened its new flagship store in Wanaka, New Zealand.

The opening comes two years after the label launched across wholesale, online and in the Perriam boutique in Tarras.

The store is located on lower Helwick Street in the centre of Wanaka and has been designed to replicate a country villa.

Dado railings and mouldings adorn the walls and a carved fireplace is a centrepiece.

Wood, white and greenery set the theme and darkened walls create a lodge feel.

The counter represents a country kitchen, the clothing areas are the living room, the changing area represents the bedroom and babies and children’s range Little Perriam represent the nursery.

Pictures of Central Otago’s iconic Bendigo Station – where founder Christina Perriam grew up – are hung on the walls and reindeer hides and old suitcases add to the lodge feel.

“Since we launched Perriam Woman in October 2014 the brand has gone from strength to strength,” Perriam says.

“We’ve featured in New Zealand Fashion Week in 2015, two iD Dunedin Fashion weeks, launched Little Perriam – which now has a large presence in Smith and Caughey’s in Auckland – and we’ve also launched Perriam Home.

“We’ve had our sights set on opening in Wanaka, our home town, for some time but we were waiting for the right space. We feel the brand will do exceptionally well in Wanaka as we have a unique mix of product that suits a wide target market."