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Edwin to open Covent Garden store in April

Denim brand Edwin Europe will open a second store in London’s Covent Garden in April, following its first UK standalone store which opened at Charlotte Street in Shoreditch in 2012.

The European arm of the Japanese denim specialist is also opening a store in Berlin’s Mitte district in April and will open a further store in Milan before the summer.

The company will also open shops in France next year and will consider other international options, although it has not confirmed plans as yet.

The stores at 25 Henrietta Street in London, Berlin and Milan will range from 645 sq ft to 1,076 sq ft in size.

“The brand is performing really well in the UK, and it is now our leading country,” said marketing manager Pierre Boiselle. “Overall we increased our turnover by 15% in 2014 and we expect to do the same in 2015.”

The denim brand has approximately 120 wholesale stockists in the UK, a figure which has slightly increased in recent years. Boiselle said: “We wish to increase and support our business with our existing partners first [before growing the stockist base].”

The brand opened a multi-brand store in Exmouth Market in Farringdon, London, with menswear independent retailer The Content Store in September last year.

Content & Co features brands including Our Legacy, Asperi, Barena, Alden, Nike and Mismo, alongside the broadest range of Edwin’s denim and clothing outside of its standalone store in Shoreditch.


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