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Dorothee Schumacher Fetes New London Shop

With a wurst stand out front, a stand of apfelstrudel and Crémant d’Alsace flowing inside, the evening had a thoroughly Teutonic flavor.

WURST LONDON: Dorothee Schumacher was in London on Tuesday night to host a party at her new London shop. With a wurst stand out front dishing up traditional curry wurst, a stand of apfelstrudel and Crémant d’Alsace flowing inside, the evening had a thoroughly Teutonic flavor. “We’ve been open for three weeks and we had a sales figure in mind that we wanted to reach but we’ve completely exceeded it,” said the German designer. “It’s been a great surprise. Notting Hill has really welcomed us.”

Schumacher said that she chose the West London location for her first shop in the city because “it’s not a high street; while it is authentic in its diversity, it’s still a sophisticated and luxurious neighborhood, where people live their lives. It’s beautiful and feels like home.”

This story first appeared in the October 10, 2013 issue of WWD.  Subscribe Today.

There are plans in the pipeline for a second London location, most likely on the south end of Sloane Street.