By  on May 5, 2008

LONDON — Georgina Goodman is going luxe.

The London-based footwear and accessories designer opened a store this month on London's Old Bond Street as the first step in the brand's global expansion plan.

"We wanted to create glamour, but with a sense of humor and intelligent use of space, so it still feels big," said Goodman of the 250-square-foot store, which features mirrored, Art Deco-style ceilings, gold leather sofas and oak parquet flooring.

The shop stands alongside those of major luxury brands such as Dolce & Gabbana, De Beers and Cartier. In contrast, Goodman's original London store was situated on Shepherd Street, a quiet, hidden block in Mayfair.

"The first store was discreet and about discovery, [whereas] the new Bond Street store is about prestige and visibility," said Goodman. "Visibility is important to any brand and we wanted to be as visible as possible."

Goodman's Shepherd Street store has now been converted into the company's headquarters and showrooms. The new location houses the main Georgina Goodman shoes, bags and accessories collections. The store stocks 40 of the 70 styles in the brand's offering, with prices ranging from 195 pounds, or $388, for a pair of leather shoes, through to 600 pounds, or $1,196, for a pair of knee-high leather boots.

The designer has also installed a basement lounge in the Bond Street store for private consultations and VIP customers. The store offers a made-to-measure shoe service for men and women, and a range of exclusive hand-painted scarves.

B.J. Cunningham, business director of Georgina Goodman, projected first-year sales of 600,000 pounds, or $1.19 million at current exchange, for the new store, with an increase in sales at a rate of 4 percent each year.

"We've been very conservative in our estimates," said Cunningham. "This new store is in the lap of luxury. It's going to turbocharge our wholesale and [sales] across the whole business."

The company's annual volume is about 2 million pounds, or $3.98 million, Cunningham said.

The Georgina Goodman line is also sold in stores such as Harvey Nichols and Harrods in London, Saks Fifth Avenue in the U.S. and Villa Moda in the United Arab Emirates. Goodman added that the new store is the first step toward units in major cities worldwide.

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