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Fly London chasing "boutique" customer with new store launch

Young fashion footwear brand Fly London is chasing a more “boutique-style” shopper with the launch of its second standalone UK store in London’s St Christopher’s Place.

The opening of the 1000 sq ft store on July 14, on the site of a former Ghost store, represents a move by the brand to appeal to a more boutique shopper.

According to UK agent Ashley Cumming the brand has seen sales of its evening footwear product increase “dramatically” and it was now the fastest growing area for the brand.

“We have always been known for our wedges and our casual footwear but recently it has been more of the high heeled product that has been doing really well for us.”

Cumming added that brand adjacencies in St Christopher’s Place, including Kurt Geiger and Whistles, would also attract a shopper looking for dressier product.

“St Christopher’s Place has quite a boutique feel to it and so we thought that having a store there would appeal to a different type of shopper to the one that shops in our Covent Garden store,” he said.

The store features a new concept shop-fit and will carry more of the dressier product compared to the brand’s other standalone store in Covent Garden, which it opened in 2010.

Cumming said the brand had no plans for any other standalone stores in the UK at the moment.

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