DOUBLE DIP: Watch out for Ed Burstell and his entourage next month during New York Fashion Week. The managing director of Liberty in London will have a Channel 4 film crew following him around the shows as they record season two of the Liberty London documentary, which made its debut in December. Season two will be longer — four parts, rather than three — and will be aired in November and December.

This story first appeared in the August 6, 2014 issue of WWD. Subscribe Today.

The documentary will track the run-up to the Christmas season — including the building of the windows — the history of the store and the fabric business, the launch of the Liberty London own label accessories business, as well as Burstell’s New York fashion adventures. Filming has already begun, and Burstell said he’s only just getting used to having a camera crew shadow him. “It’s still nerve-wracking, but it feels slightly more natural this time,” he said.

Viewing figures last year were an average 2.2 million a week, while footfall in the store increased by 38 percent in December compared with the previous year. According to Liberty, the loyalty card program increased to 500,000 people after season one aired, and there was a major sales uplift for all items featured on the program. The number of unique visits to the store’s Web site spiked to all-time highs during each episode, while sales and conversion increased year-over-year and well ahead of plan, the store said.