Danish brand By Malene Birger has taken its UK wholesale business in-house to gain more control over its distribution.
The new showroom at 28-29 Marylebone High Street will open on February 1 behind the label’s existing London store.
A spokeswoman said the move was the “first step” towards better showcasing the label to international buyers and would help them to control its distribution going forward.
“The brand is aiming at a more narrow and controlled distribution through own retail development, department store collaborations and exclusively selected high-end multi-brand retailers.”
By Malene Birger, which has 60 stockists in the UK including Net-a-Porter, was previously sold by brand agency Inexcess Fashion.
The label has 29 stores across the globe including the one in the UK, and plans to open two more stores in the Middle East in 2015.