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Anglomania, Manchester

Franchisee Hervia has opened the first UK store for Vivienne Westwood’s younger and cheaper sub-brand.

Manchester’s fashion cognoscenti were last month treated to the opening of the UK’s first Anglomania store.

Owned and managed by UK franchisee Hervia, the Anglomania store, located on Bridge Street, is the company’s seventh Vivienne Westwood shop and stocks the designer’s younger, cheaper and more casual sub-brand.

But Hervia was intent on differentiating the look of Anglomania from the existing Vivienne Westwood shops and has based the concept – which Westwood herself had asked to “look worn” – on a Hong Kong Anglomania franchise trialled at the end of 2006.

Set across a single floor in a tiny 600sq ft unit, the store features bespoke fittings and a dark wooden floor, offset by a light turquoise colour palette with strong black accents.

Product is merchandised in a framed, curved display, which houses items on gold rails, below a row of shelves for accessories.
Some forward-facing fixtures are used to display product, which is largely merchandised by colour. Dominating a central position in the shop is a black-framed glass cabinet, which sits on a 1950s-inspired patterned rug.

“It’s a small space so we had to work with the size and shape of the building, which is quite curved, to make sure we maximised the space,” explains Oscar Pinto, managing director of Hervia. “We didn’t want the shop to look and feel cluttered so we have hidden cupboards to stock merchandise.”

Rows of tiny spotlights line the ceiling, helping to illuminate the store and giving the impression of a much bigger space, leading back towards two changing rooms.

Despite owning a Vivienne Westwood store on nearby King Street, which also stocks the Anglomania collection, Pinto insists that opening a separate store for the range was the right move.

“We felt Manchester was the ideal place for a standalone Anglomania store as Vivienne has a strong following here and there is also a huge student population who are avid buyers of the Anglomania collection,” he explains. “We currently have a Vivienne Westwood flagship on King Street housing all [the brand’s] collections and will be relocating all of our Anglomania stock to the Bridge Street branch.”
Specially commissioned pieces have been designed for the Anglomania store, including headbands, badges and canvas shopper bags, priced from £5 for a badge to £69 for a large canvas bag.

“It adds to the exclusivity by being able to stock these special pieces that won’t be available in any other Vivienne Westwood store,” Pinto explains.

Hervia chairman Richard Duncalf says initial response to the store, which opened on November 7, has been positive. “We wouldn’t rule out more stores but for now we’re monitoring the performance of this one,” he says.

Essentials

600sq ft: Size of the shop floor at Anglomania
Two: Number of changing rooms in the store
One: Number of floors

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