CREW POPS UP: J. Crew is giving London a taste of its wares ahead of its official store opening later this year. For two days only, the brand will run a pop-up shop at the Western Transit Shed in King’s Cross, selling looks from its spring women’s, men’s and children’s collections. A preview of the fall collection will also be on show.

A selection of cashmere pieces and one-of-a-kind jeweled collars will also be available, as well as the signature J. Crew monogramming service. The shop is next to the new home of Central Saint Martins, which J. Crew is supporting with a new design project and scholarship program.

This story first appeared in the May 23, 2013 issue of WWD. Subscribe Today.

Ahead of a trip to the Primavera festival on the weekend, and surrounded by a crowd that was wearing plenty of J. Crew signatures — flashes of “fluoro,” printed trousers, pointed courts — president and executive creative director Jenna Lyons was in London on Wednesday night to celebrate the shop’s launch. “We’re looking at opening more stores here eventually but nothing is certain at this stage,” she told WWD. “We’ve flown over a few staff for this, just a few of the personal shoppers who work with shoppers on styling. It’s such a big thing these days, shoppers want more than just product, they want an added level of service and we go that extra mile; we got a letter the other day from a woman who was so happy that someone in store had remembered her name.”

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