NEW YORK — Vera Wang is giving Londoners a taste of her bridal lifestyle concept.

The designer just opened a bridal boutique within Selfridges. The shop-in-shop is a partnership with The Wedding Shop, which has been the exclusive sales point of Vera Wang Bridal in England for seven years.

The 1,400-square-foot boutique, which quietly opened in late June, is located on the lower ground floor at Selfridges, across from a recently opened unit devoted to The Wedding Shop, which offers a bridal registry with items from Wang’s china, crystal, silver and gift collections. According to company executives, Wang is the sole bridal gown resource at Selfridges.

The boutique was created by architect Russell Jones and has an intimate, calm feel with colors such as limed ash and details like translucent glass and gray carpeting. The gowns retail for about $8,000 on average, and the boutique also offers bridal accessories and the designer’s fragrances.

Over the past two years, Wang has extended its reach, opening bridal boutiques in Athens, Shanghai, Singapore, Seoul and Jakarta. It also opened a boutique within Brown Thomas in Dublin, which, like Selfridges, is owned by the Weston family.

“With our success at Brown Thomas, there was already a relationship, so we thought Selfridges was a great opportunity,” said Susan Sokol, president of Vera Wang Apparel Divisions, who said that the U.K. business has seen very strong double-digit increases over the past few seasons. Sokol wouldn’t disclose sales projections for the boutique at Selfridges, but said: “Outside of our New York store, London is the second-biggest market for us.”

The company is planning an event this fall to fete the boutique’s opening, though exact details are still being determined.

This story first appeared in the July 25, 2006 issue of WWD. Subscribe Today.

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