Smeg Australia has opened a new flagship showroom in Alexandria, Sydney, bringing its full appliance range into a single location designed to give visitors a more hands-on experience with the brand.

The showroom is located within The Woolstores on Huntley Street, a heritage site that has been redeveloped to house the space. It combines Smeg’s major kitchen appliances, small appliances, professional and commercial equipment, and its La Pavoni coffee machines under one roof.

The move reflects a broader effort by the company to create a more immersive retail environment, where customers can see products in settings that resemble real kitchens rather than traditional display layouts.

Visitors to the showroom can explore current product lines across multiple categories, interact directly with appliances and speak with product specialists. The space also hosts demonstration sessions led by an in-house chef, offering a closer look at how the appliances perform in everyday use.

The building itself has been restored and carries a 5.5-star NABERS energy rating, aligning with the company’s focus on sustainability and design.

Smeg says the new location is intended to support not only consumers but also designers, architects and trade professionals who are involved in planning and specifying kitchen spaces.

While walk-ins are welcome, the company is encouraging visitors to book appointments in advance for a more tailored experience.

The showroom is now open at 1/4D Huntley Street in Alexandria, marking a new step in Smeg’s expansion of its retail presence in Australia.