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John Varvatos eyes further European locations

US menswear designer John Varvatos has revealed he is eyeing other potential sites across the continent, as he opens his debut European store in London.

The 10,000 sq ft flagship opened at 12-13 Conduit Street in London’s West End, in the former Belstaff unit, last week.

Varvatos was there in person to open the store, the largest of his 21 shops in cities including New York, Los Angeles, Toronto and Bangkok.

He told Drapers he is still “snooping around” for other opportunities in London, while he could open stores in the future in other European cities, such as Paris, Milan and Berlin.

The London store stocks the full John Varvatos range including John Varvatos Star US A and Converse by John Varvatos.

The Detroit-born designer said he chose Conduit Street because, as its name suggests, it is the route between core retail parades Regent Street and Bond Street, which suits his customers, who are quite “eclectic”.

The ground floor of the three-floor store stocks the main John Varvatos Collection, sportswear and leather ranges, as well as the footwear range.

Towards the back of this floor, the walls have been devoted to a gallery of music photography, organised in partnership with Rock Paper Photo, with all images available to buy.

Upstairs the entire floor is devoted to tailoring and formalwear, and the basement is set aside for casualwear displayed alongside a vinyl listening room, a showcase of vintage Fender guitars and a stage, which will be used for intimate gigs. Accessories are displayed across all three floors.

Varvatos said: “I wanted the store to be more of a cultural experience. It’s about providing a compelling experience for the customer that will bring him back, based on the consistency of the product, the experience, the relationship with the staff and the DNA of the brand. It’s about connecting with the customer.”

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