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LONDON — “I like a mix of comfortable and pretty — but nothing froufrou,” said Carolina Herrera Jr., describing her vision for children’s wear from a cozy chair at the new CH Carolina Herrera store on Mount Street here. “When I was little, I was always in a pristine dress — I had to be changed five times a day.”
This story first appeared in the February 25, 2010 issue of WWD. Subscribe Today.
The younger Herrera swished into London from Spain, where she lives, for one night to check out the new store, which had a soft opening this week. She said, going forward, she’ll be playing a bigger role in the children’s wear collection. The mother of three said for fall, the collection would feature toggle coats, dresses and lots of trousers for girls.
“My girls are always in pants with pretty shirts,” she said, adding that she is also at work on the brand’s latest fragrance, which will launch in October.
The new shop, at 120 Mount Street, across from the Connaught Hotel, spans 1,845 square feet over two levels — ground floor and basement. The store carries the full CH line, with accessories from wallets to books to costume jewelry on the ground floor and women’s, men’s, and children’s wear downstairs.
Meanwhile, Carolina Herrera herself has been busy this week squiring visitors around the new and homey space, which resembles the other CH stores worldwide with oak, ebony, teak and mahogany furniture, table lamps, and linen and wool sisal carpets.
“I feel very lucky to be here — I love Mount Street. It’s charming and the right place for us to be,” she said. Herrera’s neighbors on the street include Lanvin, Marc Jacobs, Christian Louboutin and Scott’s restaurant.
Herrera said she’s confident about opening in London. “We have clients from London, and the name is known because of the perfume — and that really helps,” she said, adding some of her own favorite retail spots in London include the perfumer Floris, Vivienne Westwood and Linley on Pimlico Road.
On this trip to London, she’s been out and about at events including the Burberry show on Tuesday, and Natalia Vodianova’s Love Ball later that night.
Although Herrera would not disclose first-year sales figures, real estate sources said the brand is paying rent of 150,000 pounds, or $230,000 at current exchange, a year.