Alex Eagle

TAKING FLIGHT: The British retailer Alex Eagle has moved her namesake store to London’s Soho, leaving behind the Walton Street, South Kensington, shop where she made her name with great taste and unusual finds.

The new store on Lexington Street is 3,500 square feet over two floors and is located in a former industrial space not far from Oxford and Regent streets.

“Moving to Soho is the chance to expand and to move on from the shop front and pioneer a new kind of store,” Eagle told WWD.

Leaving behind the three-story, traditional shopfront she had in South Kensington, Eagle has fully embraced the concept store model and is hoping the space will be seen as both a creative hub as shopping opportunity.

Alongside the fashion, Alex Eagle’s own-brand products, art, furniture and curiosities, there is also a studio and a showroom, and the store will also operate as an events and gallery space. The idea is similar to the boutique she created on the ground floor of Soho House in Berlin, where the clothes share an open space with a café, hair salon and bookshop.

Eagle designed the London store herself, using Dinesen Douglas flooring where every plank is unique; Jean Prouvé shutters, and Erco lighting. A vintage chandelier hangs from the ceiling and all furniture on display is for sale. She designed the rails, fixtures and jewelry cabinet with Benchmark.

“The way we shop is changing; Just fashion isn’t enough,” she said.

“People want an edit across everything in their lives: Clothes, homeware, furniture, books, food and music. With so much instantly available online, they crave a more inspiring environment when they shop in store. Somewhere they can spend time and relax without the pressure to buy.”

The fashion brands stocked include Lemaire, Vita Kin, Pippa Holt, Rosetta Getty, Catherine Quin and Vilshenko.

Among the accessories brands are Del Rio London, Anndra Neen, Nathalie Trad, Prism, Thierry Lasry and Le Kasha, while fine jewelry highlights include Rosa de la Cruz, Irene Danilovich and Susan Foster.

The beauty lineup features Cosmetics27, Mauli Rituals, Mermaid Perfume and June Ainscough.

An e-commerce site is just weeks away.

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