Peggy Concept Store is a luxury fashion and lifestyle destination in Avalon Beach, Sydney, bringing together designer fashion, art, music and culture.

There is a sense of discovery at Peggy. Our carefully curated edit brings together leading Australian designers and international brands, alongside art, objects and lifestyle pieces selected for their individuality, craftsmanship and quiet impact.

Named after Peggy Guggenheim, the pioneering collector and curator, Peggy draws inspiration from a distinctly European sensibility, balanced with the relaxed Australian lifestyle that is part of our DNA. Her belief in collecting what you love continues to influence the way we curate Peggy today, from fashion and emerging designers to art and objects that bring personality into a space.

Our collection of women’s and men's designer clothing, accessories, art and lifestyle pieces is considered with longevity in mind. We believe in buying less, buying better, choosing beautiful pieces that earn their place in your wardrobe or home and can be loved for years to come.

More than a fashion boutique, Peggy is a place for creativity, inspiration, conversation and connection. Visit us in Avalon Beach on Sydney’s Northern Beaches, or discover our curated collection of Australian and international designers, artists and makers online, wherever you are.

Peggy is a conscious company committed to making thoughtful choices across our business, with consideration for both social and environmental impact.

Owner and Founder:

Evelyn Broughton is the Founder and Buyer behind Peggy Concept Store. With more than a decade of experience in luxury fashion, Evelyn has worked with some of the world’s most prestigious fashion houses, including Chanel in London, and Gucci and Hermès in Australia.

Evelyn created Peggy as a place to bring together everything she loves: fashion, art, music, culture and community. With an instinctive eye for discovery and a considered approach to buying, she curates a mix of established and emerging Australian and international designers, always with a belief in buying less, buying better.

More than a store, Peggy is Evelyn’s expression of how fashion should feel: personal, inspiring, unexpected and connected to the people around it.