Retail offerings in Rundle Street are far from sleepy, with homewares, bedding and lifestyle label Hommey choosing the shopping destination for its first ever interstate flagship.
Hommey—known for its cult-favourite robes, manchester and towels—opened its first store outside Victoria on Thursday, 18 December 2025, bringing the brand's signature blend of comfort, colour and considered design to South Australian shoppers.
The brand creates elevated essentials for everyone and every space, catering to customers who seek pieces that not only look good but also feel good.
Founder Justin Kestelman said Rundle Street offered a “vibrant retail energy and accessibility”.
"Rundle Street is the heart of Adelaide shopping, and being part of that community felt right for us," Mr Kestelman said.
"It's a dynamic precinct with a mix of established and emerging brands, and we're excited to bring something a bit different to the area—a brand that's all about comfort, creativity and living well.”
He said South Australians had embraced the brand online, and the business wanted to create a physical store for them to enjoy.
"We've been overwhelmed by the support from our South Australian customers shopping online, so bringing Hommey to Adelaide feels like the natural next step,” Mr Kestelman said.
“This store is about creating a space where people can experience the brand in person, touch the fabrics, see the colours, and feel that sense of comfort and intention we put into every piece."
Several new tenants have opened, or reopened, in the East End following significant investment.
Paper Tiger and Wax Bar opened following major renovations, while SABA recommenced operations after its contemporary refit.
Hospitality offerings such as Tarantino’s and The Laneway Social now also call the East End home.
Adelaide Economic Development Agency (AEDA) Chair and East End advocate Steve Maras said the East End offered an exciting place for businesses to invest, particularly with its strong foot traffic and expenditure.
According to AEDA’s interactive foot traffic dashboard, foot traffic was up 20 per cent in the week beginning Monday, 24 November, compared to the same time last year.
It was also 13 per cent higher compared to the week before.
“The East End is a vibrant and attractive location for businesses to grow or set up, supported by a thriving hospitality and retail scene and excellent access to Park Lands, parking and public transport,” Mr Maras said.
“The increase in foot traffic shows a growing appetite to visit, shop and enjoy the full East End experience.”
See more data and insights by exploring AEDA’s interactive dashboards.