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Donna Ida ploughs £120,000 in Chelsea store refurb

Donna Ida Thorton is ploughing £120,000 into the refurbishment of the Chelsea branch of her eponymous chain.

The 613 sq ft boutique on Draycott Avenue will be closed from today (March 28) and given a completely new design, featuring brass fittings, buffed concrete, grey vinyl and rough industrial plywood.

Ida Thornton said: “The refurbishment has been months in the planning and now it is finally here - my first Donna Ida boutique is getting her much needed makeover.

“The investment in the refit is testament to the success of the Draycott Avenue boutique in the Chelsea area over the last six and a half years, and will bring the store upto-date with new branding, in line with the rest of the Donna Ida boutiques.”

While the refurbishment is taking place, the Chelsea branch of Donna Ida will relocate to a temporary pop-up space across the road at 171 Draycott Avenue.

The refurbished store will re-open on Monday April 15 with an all-day breakfast from 10am to 8pm at the store and a free pair of jeans given away every 30 minutes throughout the day.

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