Tommy Hilfiger is set to land in London’s Knightsbridge this fall, when the brand opens its largest U.K. store on Brompton Road in November.
The 8,288-square-foot space will be near Harrods, as well as branded stores such as Mulberry and Burberry.
“We tend to do our best business where we have those locations that really marry upscale retail presence with very good traffic,” Fred Gehring, chief executive officer of Tommy Hilfiger, told WWD. “Especially where there’s a good international exposure and international clientele.”
Gehring noted that he expects the Brompton Road store will have “a touch more” international customers than the label’s store on London’s Regent Street.
Tommy Hilfiger added, “As the birthplace of preppy style, England is very close to my heart. London — rich in culture, history and art — is the perfect location for us to anchor our largest U.K. store.”
The company said the Brompton Road store will echo the decor of the label’s global flagship on New York’s Fifth Avenue, and will boast polished walnut fixtures and oak floors, with details such as antique furniture, vintage props and works of art dotted about the store. The store’s facade dates from 1903.
The two-story space will carry the brand’s men’s, women’s and children’s collections, from the runway lines to the Hilfiger Denim collection. The space will also carry the Tommy Hilfiger Tailored collection — the first time the line of men’s tailoring has been carried as a full collection in the U.K.
Gehring noted that the U.K. is currently a less penetrated country for Tommy Hilfiger than many of its other European markets. “In the last couple of years [the U.K. has] been doing really well but the base on which we are growing is still not that big,” said Gehring. “It’s a market that has a lot of potential.” Gehring declined to give sales projections for the new store, which is set to open Nov. 24.
In light of the current turmoil in Europe’s markets, Gehring noted that the company is “quite pleased with the business,” and regards what he calls “the extreme developments in the market” with surprise “when we compare that to the day-to-day reality of the business.”
The company continues to look for significant stores around the world, in major cities such as Rome, alongside stores in Asia and South America. Gehring said the label looks for spaces that have the potential to open “over the coming years.”
“[There is not] an objective to unlock them tomorrow….It’s a dynamic process that will constantly evolve,” he noted.
Following the Brompton Road opening, Tommy Hilfiger will open a 10,946-square-foot store in the Omotesando area of Tokyo in the spring, which will be the label’s largest store in Japan.
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