The largely online business will open its Thredbo Village showroom seven days a week and also operate as a pick-up point for snowgoers who have ordered their purchases online.

Birdsnest founder Jane Cay said while more than 95 per cent of Birdsnest's revenue came from online sales, bricks and mortar outlets were still important, including the original Cooma store which would trade as normal.

"There is nothing like having that one-on-one time with someone," she said.

"Ultimately, we're trying to listen to how our customer wants to shop and sometimes she's very happy to do that online and sometimes it's about the actual experience."

The "extended pop-up store"in the snow is taking a prime spot in the Village Square occupied by long-time local fashion retailer, Michelle's Thredbo, whose owners recently retired after more than 40 years in business.

"So for that space to come up was very rare and it was just one of those things – you know you're sitting next to someone and you find out about that and you ring someone else and it's all organised within a week so it was hardly very premeditated," she said, with a laugh.

"It was a bit like, 'Oh, my gosh, let's jump on this'. Now we're in the midst of how hard that actually is."

Birdsnest opened its Cooma store in 2004 and went online in 2008, growing from four to 100 employees and now sending out an average of 500 packages daily. There will be three employees in Thredbo for the season.

Ms Cay said there would also be a styling suite within the Thredbo showroom to help customers pick out an outfit when they weren't on the slopes.

"So instead of booking a massage, they can come and have that whole experience. Have a champagne and shop with their girlfriends," she said. "Which I think, if you're going to go shopping now, if you're going to be bothered, find a park, you want it to be a pleasant experience, otherwise, why wouldn't you buy it online?"

Ms Cay said there were no plans to move permanently out of their base in Cooma, where she was raised and from where she could successfully run the business.

"I'm always scared of running teams that I can't be close to, because it's all about the team, they deliver the service," she said.

"For me, it's not about being the biggest. We're not in it to be the biggest fashion retailer in Australia. But we are definitely in it to deliver the best service we can. It's all about how you can grow and keep that magic."

The Birdsnest outlet is now open at Shop 1&2, Upper Concourse, Thredbo Alpine Hotel, Village Square, Thredbo.