Oxford was first established in 1978. The first store was opened in Sydney at Bondi Junction in Sydney's Eastern suburbs. The concept was initially conceived to provide a bridge between designer clothing and an overcrowded middle market that characterized Sydney retailing at the time. The brand successfully developed throughout the 1980's earning a reputation as an innovative, and sometimes 'quirky', alternative to many higher priced brands. By 1990, the company opened a further 5 stores in Sydney that were located in the downtown area, as well as in the northern and eastern suburbs. Capitalizing on Oxford's enviable reputation for progressive and creative design, and now under new management, the company decided to pursue a growth strategy by opening an additional 20 stores in the new geographical markets of Melbourne, Canberra and Brisbane. The Oxford brand has evolved over time into a modern, contemporary and stylish collection for both men, and more recently, women. The look is individual and aspirational, successfully combining good design, high quality and excellent value. Oxford aims to communicate a clear and consistent marketing message by aligning advertising and store windows with product design and a comfortable, welcoming internal store environment. Oxford retail managers and sales executives are expertly screened and inducted into the Oxford family to provide our customers with enhanced levels of service while demonstrating exceptional product knowledge.