LONDON — Carven has entered into a long-term partnership with Club 21 U.K. to build the brand and expand its retail network.
Over the next five years, the brand will open five boutiques, beginning with one in South Kensington, which will open officially with a party next Thursday.
Carven said that it is “dedicating investment to increase its presence in the U.K.”, which it considers “one of its most important and most receptive markets.”
The new boutique is set over 1,615 square feet and will stock both men’s and women’s wear. Conceived as a giant organized wardrobe, it has been designed by Eric Chevallier, under the direction of Carven’s creative director Guillaume Henry. Signature Carven store motifs including mosaics, Saint-Sulpice benches, oak and marble will remain features.
And an entire wall is dedicated to the Carven signature collars, displayed on custom-made papier mâché stands, while the furniture has been developed by French design house Domeau & Pérès, and Stockman has produced the rails and a range of exclusive mannequins this Carven store.
The London boutique launch follows the Shanghai store opening this week and comes ahead of the New York store opening on Nov. 14.
Club 21, the fashion and accessories arm of the Ong family’s Como Group, was founded in 1972 in Singapore. It operates multilabel fashion stores as well as licensed boutiques in Australia, the Far East, the U.K. and U.S., and manages brands including Donna Karan, ck Calvin Klein and Mulberry.