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PARIS — Karl Lagerfeld is set to open his biggest European store to date in London next year as part of the global retail expansion of the designer’s signature brand.
This story first appeared in the November 27, 2013 issue of WWD. Subscribe Today.
The 2,700-square-foot flagship will be located at 145-147 Regent Street, previously home to men’s wear brand Hackett. Its neighbors on the prestigious thoroughfare, which attracts 70 million visitors a year, include Burberry, Brooks Brothers, Jaeger and recent arrival J. Crew.
Set to open in March, the Karl Lagerfeld concept store will carry men’s and women’s ready-to-wear and accessories collections, including handbags, leather goods, scarves, eyewear, watches and shoes, as well as limited editions and special objects.
It will follow boutiques in Paris, Berlin, Munich, Amsterdam, Shanghai, Beijing and Antwerp in Belgium, and is part of several dozen planned openings worldwide over the next five years.
“Opening on Regent Street provides us with an exceptional opportunity to position our brand in this important market,” said Pier Paolo Righi, chief executive officer of Karl Lagerfeld, which is owned by British investment fund Apax Partners.
“London is one of the world’s leading cities when it comes to retail and this location offers a unique brand mix. Our London presence will be a fantastic representation of our brand’s aesthetic, and it showcases our cool, accessible-luxe collections in a cutting-edge environment,” Righi added.
The store will feature a black-and-white design offset by matte and shiny elements, including mirrors and walls of light. Customers will be able to use iPad minis integrated into display racks to view the collection online, watch videos, take photos of their favorite items and leave a note for Lagerfeld via a digital guest book.
Fitting rooms will be equipped with photo booths allowing shoppers to snap their looks and apply filters inspired by the German designer, before sharing them on social media.
Eager to build a signature business to match Lagerfeld’s outsized personality and fashion reputation, Apax recently repositioned the brand and its rock ’n’ roll-flavored collections in the burgeoning masstige and contemporary price zones.