London Fashion Week designers including PPQ, Emma Cook and Goat are among the brands to be stocked in a collective pop-up shop in Bath’s upmarket fashion destination, Milsom Place.
The move is part of an initiative spearheaded by Fashion Capital, part of the team behind a similar venture at Oxfordshire designer outlet Bicester Village earlier this year.
The shop, British Designers @ Fashion Capital, will open on September 1 with two rooms, showcasing 25 designers from London Fashion Week alongside up-and-coming local talent. The 1,400 sq ft shop will open initially for three months but is expected to become permanent. Unlike Bicester Village, it will not be an off-price store and will offer current season stock.
Fashion Capital, which was born out of a London Development Authority initiative in 2001, is an online portal which offers support to all areas of the fashion industry, particularly young designers. It combined with Fashion Enter, a not-for-profit company with a network of boutiques, a fashion event called Profile and a production workshop, in 2006. The portal has 60,000 unique users and designers seeking support and resources pay £199 a year to access its network.
Fashion Capital/Fashion Enter director of fashion Jenny Holloway was approached about the venture by Milsom Place landlord L&R Group. Holloway worked on the British Designers Collective store in Bicester Village with the British Fashion Council and Value Retail, which owns the outlet centre.
The British Designers @ Fashion Capital venture is supported by a concessionary rent rate from L&R Group, while Fashion Capital will fund the venture through a mixture of commission from sales and membership fees.
Fashion Capital operates three stores - two in Croydon and one in Barking - two under Fashion Enter and one under the Fashion Capital name. All stores stock emerging design talent. It will open a fourth London store, under the British Designers @ Fashion Capital name, in Hackney in east London later this year.
Fashion Capital hopes to open a further five stores across the country next year.