The Store by Fairfax launched recently, brings together established iconic brands with emerging, exclusive designers, artists and artisans who specialise in everything from clothes and fashion accessories to homewares and artworks.

The Store by Fairfax will offer a tightly curated, seamless shopping experience across a range of high-quality lifestyle brands at its website: thestore.com.au.

Site curators such as chef Neil Perry, interiors expert Karen McCartney, Nadine Bush - creative director with Jamie Durie Design, and The Age fashion editor Melissa Singer will search out and select the very best products to offer to shoppers.

"It's so exciting to bring together the best of Australian design on The Store by Fairfax and to be able to support Australian artists and designers and their beautiful, creative work," digital commerce director Trudi Jenkins said.

The brands on offer must have an individual story to tell, be innovative and have a purpose, heritage or aesthetic that will resonate with customers across regional and rural Australia.

The launch range includes works from textile designer Bonnie and Neil, “extreme knitting” from Little Dandelion, ceramics from Hayden Youlley Design, fashions from Sam Jones, and designer bags from Mark Whitaker.