LONDON — Stella McCartney is carving out a new space for herself in London.
The designer is set this week to open her second stand-alone store in the British capital, in South Kensington’s Brompton Cross. In May, the first Adidas by Stella McCartney shop will open next door.
Brompton Cross is already home to Chanel, Ralph Lauren, Joseph, The Library and a clutch of high-end interior design stores and cafes. Over the past decade, luxury retailers have expanded steadily onto nearby Walton Street, Draycott Avenue and the eastern end of the Fulham Road, where the new McCartney store is located.
“It’s a Stella McCartney store with a twist, new ideas and little surprises,” the designer told WWD. “I like my stores to have points of difference — I am not a fan of generic stores. This store has the newest store concept.”
The store, which spans 3,900 square feet, incorporates the first freestanding Stella McCartney Kids unit. It has its own fitting rooms and interior design featuring bold, primary colors with ball-shaped rubber details.
The unit is powered by Ecotricity, the British green energy company. Product exclusives include a dog leash and collar made of black grosgrain, plastic leather and brass. It will retail for 285 pounds, or $453 at current exchange.
The storefront features large windows that face the Fulham Road, and a brass facade with white rhombus-shaped tiles. Inside, there is a bespoke, sustainable oak parquet floor made in a herringbone pattern. The interiors have been done in a neutral palette using maple, oak and walnut wood. There are sculptural brass rails, plaster walls and splashes of pink. The basement has deep blue walls and is home to the eveningwear and lingerie collections.
“We are aiming at a different clientele, knowing that locals have high spending power and don’t necessarily shop on Bruton Street,” said chief executive officer Frederick Lukoff. McCartney’s other store is located on Bruton Street in Mayfair.
McCartney said: “Brompton Cross is such an exciting location. There are few places in London that are ‘on brand,’ and this works perfectly for us. It is residential and has tons of life buzzing around, which a Stella McCartney girl is all about.”
The company did not give first-year sales projections.
The brand has 16 other freestanding stores, including units in London, New York, Los Angeles, Tokyo, Hong Kong, Paris and Milan, as well as about 600 wholesale accounts in key cities worldwide.
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