Poetry has opened its innovative new concept store in Sea Point: A Fusion of Fashion, Homeware, and Community.
Poetry has unveiled its new concept store in Sea Point, located in the historic Laughtons Hardware building. This two-story space merges fashion, homeware, and furniture, breathing new life into the iconic location.
Laughtons, founded in 1920, was a staple for contractors and DIY enthusiasts, and Poetry’s new store honours this legacy while adding a modern retail twist. Creative Director Johan Van Der Merwe emphasized that the location was chosen for foot traffic and its connection to the brand’s essence. “Sea Point’s unique energy made it the perfect setting for our Poetry of Living concept,” he said.
The store’s design reflects a collaboration between Poetry’s team and Dakota, a retail design firm known for creating immersive spaces. “Every detail tells our story,” Johan explained.
Inspired by sociologist Ray Oldenburg’s idea of “third spaces,” the store reimagines retail as a welcoming environment that encourages connection and interaction. Beyond shopping, it will host experiences like flower-arranging workshops and intimate dinners, fostering creativity and community engagement.
Managing Director Shelley Prinsloo shared, “We want customers to explore and engage with the Poetry brand in new ways.” The store offers a tactile experience where customers can appreciate the textures, craftsmanship, and artistry behind each piece.
The store features Poetry’s full fashion and homeware collections alongside unique artisanal items not found in typical shopping centres. Collaborations include a collection of occasion wear available for rental or purchase in partnership with Style Rotate, as well as art curated by Tina Le Cordeur from Source Artistry, available for purchase.
Poetry also celebrates local craftsmanship with hand-crafted crockery, supporting nearly 200 jobs, and a line of upholstered furniture made in Cape Town with expert suppliers. The store’s café, run by the popular Kloof Street restaurant Our Local, further enhances the immersive experience, creating a space for customers to relax and connect.
With its focus on sustainability, local craftsmanship, and creative expression, Poetry’s Sea Point store offers a truly unique retail experience.
Where: 295 Main Rd, Sea Point, Cape Town
www.poetrystores.co.za