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Wang Takes London

Vera Wang is having a honeymoon in London.

LONDON — Vera Wang is having a honeymoon in London.

The bridal brand opened its first stand-alone boutique at Selfridges this week, and is planning to open its first flagship here next fall in association with the London-based The Wedding Shop, its exclusive European licensee.

Karen Pocock, managing director of The Wedding Shop, said the new store would house all lines within the Vera Wang brand. “You will be entering the world of Vera Wang,” she said, but declined to give further details.

Meanwhile, the new Selfridges salon, a 1,400-square-foot space designed by architect Russell Jones, is situated in the basement of the department store. It features the brand’s signature soft lighting, muted colors and simple lines.

“We wanted to go for something clean, minimal and ethereal,” said Susan Sokol, president of Vera Wang, at the launch last Wednesday evening. “It sets the dresses off as they are.”

Of the U.K. market, Sokol said: “It represents another important step toward achieving our bridal expansion outside of the U.S. London is a city where brides know and love Vera Wang, and Selfridges is the ideal retailer to represent our brand in such an important market.”

Vera Wang has just one other boutique in Europe, at Brown Thomas in Dublin. Brown Thomas and Selfridges are both owned by the Weston family. The collection is also stocked in The Wedding Shop boutique in Fulham, West London.