Womenswear and accessories brand Aftershock London is launching its first US flagship store in Dallas this month.
The brand, which comprises daywear, occasionwear and cocktail dresses, has more than 100 stores and concessions in the UK and across the world, including Libya, Ghana, Italy and United Arab Emirates. The new US store will be located at the Preston Centre Plaza.
Imran Sheikh, US director for Aftershock London, said: “Great consideration went into selecting the city for the flagship store. We researched every key location in the US, and Dallas had a large number for unique features that made it an excellent place to launch our brand.”
Aftershock London is launching an ecommerce site in conjunction with the store’s opening, which will offer national coverage. The brand is planning to expand across both the Texas state and the country over the next few years.
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Readers' comments (1)
Thierry BAYLE29 April 2013 1:59 pm
There is a great opportunity in the USA for eveningwear, cocktail dresses ... so Aftershock is choosing well.
As we started working the stock management (OTB plan) in the USA, one thing we have noticed if that many European brands were duplicating in the USA the product mix they had in their home country. And it did not work.
Obviously that mistake translates into lost sales and increased discounts.
One therefore wants to pay special attention to WHAT they will sell in the US stores.
Another reason for poor performance is that some European Brands still work very much on 2 drops a year and that does not make retail sense.
Good move.
Thierry
@retailfashion
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