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Debut store to raise Fly London’s profile

Footwear brand Fly London is to make its first move into retail with a store opening in central London this month.

The brand, which has 350 wholesale stockists in the UK, will open the 1,000 sq ft store on Earlham Street in Covent Garden on Thursday. The store, which replaces a Gucci pop-up shop, will sell the brand’s footwear ranges for both men and women.

The shop will also stock the brand’s fledgling menswear and womenswear collections, including shirts, trousers and jackets, which launched for autumn 10. The clothing collection, which comprises 100 pieces across both categories, has been sold into 22 of Fly London’s footwear stockists. Retail prices across both footwear and clothing start from £30 and go up to £350 with a 2.5 mark-up.

UK brand manager Ashley Cumming said he hoped the store would raise brand awareness and insisted there were no plans to open further stores.

“We are just opening the one store. There are no plans to launch any others. We want it to be a window to the brand so customers can see the other lines we have,” he added.

Cumming said Fly London had no plans to increase its stockist base, which includes footwear retailers such as Office, Schuh and Jones Bootmaker and indies including Sarah Coggles in York.

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