US premium womenswear brand Eileen Fisher will open its first showroom and fourth store in the UK in a single property on London’s King’s Road next January.
It has taken a lease on a four-storey, 2,200 sq ft unit at 80 King’s Road, opposite the Saatchi Gallery. The second floor will house its first permanent showroom, the third floor will be used for office space, while the ground and first floors will be dedicated to retail.
Karen Gray, vice president of retail and global development, said: “We have been showing at Scoop and we’ve leased pop-up spaces to show product, but this will give us a permanent home.”
She said the store would target customers from the wealthy boroughs of Chelsea and Fulham: “We’ve been looking at [the King’s Road] for a long time and have been negotiating on this property since the end of last year. It’s very accessible and we love the varied shopping experience you get.”
The concept rolled out in Eileen Fisher’s existing London shops – in Covent Garden, Marylebone High Street and Wimbledon – two months ago will also be applied to the new site. Gray said the format had a boutique feel, with dedicated spaces for personal shopping, as well as locally-sourced store fittings. The clothing offer will also be tailored to each location.
The brand is in the process of expanding its wholesale business with Fenwick – it is currently only in the Bond Street branch – to Newcastle and York for autumn 14, and plans to launch in Harvey Nichols stores and online from October. It also has a handful of independent UK stockists, including Doyles in Market Harborough, Leicestershire.
According to the company’s results for the year to December 28, 2013 Eileen Fisher UK made a loss of just over £625,000. However, Eileen Fisher’s vice president for wholesale Mariclare VanBergen said the UK wholesale business had seen double digit growth since its launch in October 2011.