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Special Issue
Men'sWeek issue 06/09/2011

British swimwear brand Orlebar Brown will open its first freestanding store in London on June 10. Located in the Notting Hill neighborhood at 178 Westbourne Grove, the 300-square-foot shop will carry the brand’s men’s and women’s swimsuits and related sportswear.

This story first appeared in the June 9, 2011 issue of WWD. Subscribe Today.

“This is a dream step in the Orlebar Brown journey,” said founder Adam Brown, who launched the company in February 2007. “It will be the first complete window for customers to see and feel the essence of what Orlebar Brown is about.”

The brand has carved out a niche in the swim market with its modern, tailored fits and premium fabrics, recently branching out into T-shirts, polos, shirts and jackets. The core men’s swim trunks retail for $240 and a women’s version for $195.

The new shop is in a trendy retail area near Ralph Lauren, Anya Hindmarch, Matches and Diane von Furstenberg. Designed by Philippe Malouin, the look of the interior is meant to evoke a “1960s poolside utopia,” taking inspiration from Slim Aarons’ photos of Palm Beach and the French Riviera during that decade, said Brown.

Sales of Orlebar Brown are doubling each year, according to the company, and retail distribution has grown to 180 accounts, including Selfridges, Harrods, Barneys New York, Bergdorf Goodman and Last year about 50 percent of total sales came from Orlebar Brown’s e-commerce site.

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