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Chiswick has bigger slice of American Pie

Young fashion independent American Pie has quadrupled the size of its store on Chiswick High Road in west London.

The revamped 3,000sq ft womenswear store has been extended into an old orangery at the back of the shop, allowing owner Bashir Mohammed to introduce a raft of new brands.

The store’s new colour scheme mixes champagne and cerise pink with textured wallpaper and new features including a lingerie and footwear area.

Mohammed said: “We wanted it to look more feminine to reflect our customer.”

Mohammed has introduced new labels for autumn including McQ and Nanette Lepore, and has further additions in the pipeline. McQ designer Alexander McQueen has described the latest collection as “younger, edgier and more renegade” than his main collection, which Mohammed thought would sit well in the store.

The new brands join the current mix of designer labels including Missoni, Marc by Marc Jacobs and Hugo Boss. The shop also stocks a range from Vivienne Westwood, which Mohammed said would double in size for autumn.

The shop is also one of the first wholesale accounts for UK beachwear brand Heidi Klein. American Pie has sold the brand via its transactional website www.designer-fashions.co.uk for the past few months, and Mohammed said it had been “very popular, with product getting a brilliant sell-through”.

The shopfit features slate and wooden floors. Mohammed said he wanted to juxtapose the old with the new, with antique furniture and modern fittings providing a timeless finish.

Mohammed added that trade was good across his six stores in Chiswick and in Kingston-upon-Thames in Surrey. “Sales are up, although not drastically compared to last year,” he said. “Kingston has been better than Chiswick. We have not been affected by the credit crunch so far, but we continually readapt.”

The business has a 2,500sq ft menswear store next door on Chiswick High Road but there are no plans to extend it.

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