I was saddened recently to walk past Kleins perfumery on Brunswick St to see it renamed Lore. Kleins opened in 1993 and was one of the few businesses that seemed capable of surviving trends, like Mario’s and Flowers Vasette.

But there is a positive story behind the change, as they explain on Facebook. Kleins continues as a business, and as an online store focusing on its own label products, while Lore (owned by former Kleins staff) now owns and runs the shop.

Inside, nothing seems to have changed. The renaming came as a surprise, but fortunately one of Fitzroy’s most stylish shops remains.

lore from Kleins to Lore

from Kleins to Lore

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