Womenswear boutique Iris is to open its first store outside London next week, to reach consumers living in the commuter belt surrounding the capital.
The business, now in its 10th year, is opening a 50 sq ft store in Amersham, Buckinghamshire, on May 1.
Co-owner Annie Pollet told Drapers it was a “perfect fit” for the boutique, which is taking a premises at 25 High Street: “We always look for a cosy village atmosphere for our London stores and Amersham definitely has that. London is filtering out and we want to give those commuters the brands they are used to in London that are not currently available in the area.”
The store will stock premium brands including Isabel Marant, Acne, Vanessa Bruno Athé and Carven, as well as labels being introduced to Iris for spring 14 – including French brand Soeur and Spanish label Masscob.
Pollet said that moving away from London ensured the store could secure the “right brand mix”, as London was becoming “saturated” with some of the most popular labels.
“We don’t want to compromise on the selection of labels we stock, but that’s becoming more difficult in London,” she said. “Isabel Marant is one of our biggest brands, and moving to an area where we have it exclusively makes sure that we keep it.”
Iris also has three stores in London in Queens Park, Battersea’s Northcote Road and Chiswick High Road.