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Velveteen to launch London flagship

Kidswear brand Velveteen will open its first UK store in London’s Notting Hill next month. 

There will be a soft launch mid-to-late February. 

The 1,100 sq ft unit at 46 Ledbury Road will showcase the spring 19 collection entitled Wish You Were Here, inspired by Sri Lanka, Japan and India. 

Velveteen has more than 150 stockists across 20 countries around the world, including Harrods, Harvey Nichols, Smallable and Neiman Marcus.

Founder and creative director Laura Egloff launched the baby and childrenswear brand online in 2013. 

She already has two stores open in Hong Kong. 

Egloff wants to see how consumers respond to the UK store compared to her other two stores, but if all goes well she “would love to expand further”.

Retail prices will range from £10 to £150.  


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