Denim retailer Donna Ida is to open a pop-up shop at McArthurGlen’s Cheshire Oaks centre as part of the designer outlet’s global campaign to drive denim sales.
The 430 sq ft store, which will open from October 5 to 20, will offer past-season stock from premium brands including MiH Jeans, Current/Elliott and store owner Donna Ida Thornton’s high-waisted denim brand Ida. Pieces will be sold at discounts of up to 30%.
The partnership with Donna Ida, which runs three multi-brand stores in London and one in Guildford, forms part of McArthurGlen’s £3.4m Art of Denim campaign to increase denim sales across its outlets.
The campaign features activities such as styling sessions and a bespoke embroidery and monogramming service.
Throughout the campaign, which runs from August to November, McArthurGlen is also running promotions on labels such as Replay, Calvin Klein Jeans and Diesel.
Julia Calabrese, chief executive of McArthurGlen, said: “The pop-up will bring a host of new designer denim names to McArthurGlen, as well as expert advice to our customers.”
Last year, McArthurGlen sold more than five million denim products across its outlets.
Donna Ida opened a pop-up shop in June, on Monmouth Street in Covent Garden. The shop stocked an edited selection from labels including Paige and Current/Elliott.
The retailer, which opened its first store in 2006 in Chelsea, also offers an alterations service.