Private White VC opened its 2,000 sq ft flagship store in Mayfair’s Duke Street this week.
Designed by No Chintz and spread over two floors, the shop includes Private White VC’s womenswear collection, which launched for autumn 14.
“Over the past four years, the quality of our product has vastly improved. We’ve gone from having our quality determined by suppliers to now having great pride in what we do and sourcing the best materials and trims. We’ve found ourselves with a very expensive, luxury product,” said creative director Nick Ashley.
He continued: “The strategy is about being in the right place for the brand; somewhere we can be taken seriously. Duke Street is a hard-hitting location, befitting of a luxury British brand. It’s as simple as that.”