The Wyld Shop has opened its first physical boutique on Joo Chiat Road.

The multibrand store, which trades in mostly Australian fashion, beauty, and lifestyle products, has operated as an online retailer since 2013. More than 26 brands, predominantly targeting women, are being showcased at the store.

The store features a kids’ corner stocked with toys as well as a couch hangout for “miserable men”.

Brands include Jane activewear, children’s apparel label Roses & Rhinos, Le Specs and Quay Australia eyewear; Frankitas’ bracelets, and jewellery from Colour Addict, Hipanema, Isle & Tribe, Just Gaya’s, and Minc Collections.