DAY DREAMS: The Dayrooms, a London-based retailer that stocks fashion and lifestyle labels from Australia, is extending its presence beyond the Web with the launch of a bricks-and-mortar store in Notting Hill’s Westbourne Grove.
The affluent area, known for its laid-back atmosphere and mix of independent shops and larger retail concepts, is home to boutiques including Joseph, L.K. Bennett, Zadig & Voltaire, Maje, Heidi Klein and Nicole Farhi.
“Notting Hill is one of London’s most vibrant areas…with Westbourne Grove at the heart of it all. There is a real laid-back Aussie vibe to the street, and fellow Australians Bodyism and Granger and Co. are our neighbors, so we knew we’d be in good company,” said Aytan Mehdiyeva, who founded the business alongside Zumrud Mammadova.
The retailer, who has been operating online until now, stocks popular Australian brands such as Alice McCall, The Jetset Diaries, Camilla and Marc, Seafolly and Donna Ida, the majority of which operate within the contemporary market.
As the business develops the company also aims to stock more emerging labels and become a platform that offers support for emerging talent from Australia.
“Price points vary from 20 pounds (or $25) to 1,000 pounds (or $1,246). We really wanted our store to showcase a variety of products and price points so that there is something for everyone. Australian brands are mostly in that accessible, contemporary luxury bracket and they do it very well, so you’re getting beautifully made pieces at affordable prices,” said Zumrud Mammadova, adding that the focus on contemporary luxury opens up the retailer’s customer base beyond the area’s affluent residents, to also include millennials.
Spanning 1,400 square feet, the space features marble blocks, polished brass rails set against pink walls, as well as details such as a zinc table, Moroccan rugs and a selection of ceramics to inspire a cozy, home-away-from-home feel.
“We wanted to embrace a classic Australian aesthetic, creating a soft and inviting scheme without falling victim to the cliché of using driftwood and white walls,” said the founders.
Mehdiyeva said that the company’s main aim was to give London shoppers access to these brands, without the heavy shipping costs usually required when purchasing from Australian-based retailers. Having a presence across digital and physical channels was an essential part of the concept in order to create a seamless customer experience.
“One of the main reasons why brands came on board is because of the store. They were enticed by the idea of being part of London’s first Australian store. Online is very important for us too, as it’s very difficult for most of Europe to place orders from Australia, so we are targeting a very broad audience,” added Mehdiyeva.
The store will carry everything that is available online, as well as additional beauty and lifestyle brands including Maisey and Damselfy candles and beauty products by O&M and Salt. Mehdiyeva and Mammadova also see opportunity to use their website to drive the consumer to the new store and create buzz.
Editorial content is another key component in their promotional strategy, with plans to launch the site’s “Journal” section into a quarterly newspaper that will be distributed in store. The “Journal” features editorial images capturing the effortless, bohemian aesthetic associated with Australian style, as well as interviews with designers, aiming to introduce the European consumer to Australian labels they might not be aware of.
“Nowadays, people are more interested in the story behind what they are about to buy . We want to give our customers a real education about designers they haven’t heard of through interviews and showcase beautiful imagery to inspire them on how to wear their new purchases.” said Mammadova.