LONDON — The London contemporary label that launched earlier this year with a lineup of pared-back yet feminine designs, is opening a retail space within London boutique Other/shop.

The space, which will open Monday, will be the only brick-and-mortar retail location in London for Finery. In the U.K., the collection is sold at Finery’s Web site, finerylondon.com. Other/shop, in London’s Soho, carries emerging and established labels for men and women, such as Rejina Pyo, Lemaire and Peter Jensen. Matthew Murphy and Kirk Beattie opened the store in 2012.

“I’ve known Matthew and Kirk for a long time, and I’ve always admired what they do and their taste levels, and I thought that [the store] fitted very well with the Finery aesthetic – and they thought [Finery] would offer them something that they haven’t got already,” said Caren Downie, founder and brand director of Finery. “They are quite selective, so it was flattering,” she added.

Downie, who was previously buying director at Topshop and then Asos, started the label in February, bringing in head of design Emma Farrow, who was previously design director at Topshop and head of buying Rachel Morgan, who was formerly head of buying at Asos. Nickyl Raithatha is the chief executive officer.

Other/shop has bought a 35-piece edit of apparel, shoes and accessories from Finery’s fall collection, which will launch in a space on the store’s lower ground floor, with a window to mark the launch. Downie said it hasn’t yet been decided if the partnership would go beyond the fall season, but noted, “if it works well, we’d both be open to continuing it.” Prices for the collection run from 15 pounds, or $23 for jersey pieces through to 325 pounds, or $507 for a bonded leather coat.

Murphy and Beattie have picked what Downie called a “feminine” lineup of pieces from the label’s fall collection, which is done in a palette of mulberry, mustard, charcoal and pale gray, spiked with lilac. Designs number a print jumpsuit, leather shirts and A-line skirts, striped knits and a fitted shirt with an open back.

Finery is stocked at Brown Thomas in Dublin and at a selection of the online stores that belong to Finery’s investor, Global Fashion Group. GLG’s retailers include Namshi in the Middle East and Zalora in the Far East, and its lead shareholders are Swedish investment firm Kinnevik and Rocket Internet, a German internet platform.

Aside from its wholesale distribution, Finery is sold via the label’s Web site, which delivers to destinations such as the U.S., Australia, Hong Kong and the United Arab Emirates.

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