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Closet to pop up in London for retail debut

Closet will launch its first standalone retail store via a pop-up shop in London as early as this autumn.

The womenswear brand is looking for an east London store, with Shoreditch the preferred location. The store is expected to launch between November 2014 and February 2015 depending on when a site can be secured.

Closet launched its transactional website in November 2012, giving the brand its first taste of selling direct to customers.

Rachel Perrett, brand manager at Closet, said the pop-up could lead to a permanent store. “I would love to have a retail flagship store in the future,” she said. “If the pop-up is successful, I don’t see why we can’t get a full store next year if the right location becomes available. The pop-up store will be a great way to test the market.”

She added: “Everything [at Closet] is designed and made in London; that’s a big part of the brand and we want to stay true to it with a London store.”

The opening of the pop-up will coincide with the full launch of a rebrand for the label. Closet has been working with brand consultancy People Made to refresh its logo, which was soft launched at the Magic trade show in Las Vegas last week. The new logo will be used across the brand’s autumn collection.

A new wholesale section for the website will launch at the same time, with options to buy in US dollars or sterling. Closet has 225 stockists across the UK and Ireland and more than 200 internationally.

It will also look to make a wholesale push into Australia and will start to show the spring 15 collection to that market at the end of this year.

Closet’s wholesale prices range from £12.95 for separates to £22 for a dress.


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