Longchamp is ramping up its shop-in-shops and opening more standalone stores as it seeks to improve the consistency of its brand image.
UK general manager Paul Lorraine told Drapers the accessories brand will open two larger shop-in-shops at Heathrow Airport.
Next month, a 540 sq ft pop-up shop-in-shop will open within Harrods International at Heathrow Terminal Five - up from the 100 sq ft it previously had there - while a permanent 200 sq ft shop-in-shop will open early next year in Terminal Three, managed by Rolling Luggage, up from its previous 100 sq ft space.
Longchamp has more than 50 UK points of sale – down from 77 this time last year – and Lorraine said while this number was likely to remain consistent “over the next two years we will ensure all our retailers trade the brand from branded Longchamp spaces as it gives us greater consistency”.
He added the brand will look to open more standalone UK stores, with the potential for a further site in London as early as the beginning of next year, as well as stores in cities including Glasgow, Manchester and Birmingham.
The brand’s shop-in-shop in Harrods’ Knightsbridge store was increased from 430 sq ft to 1,500 sq ft last month. Its shop-in-shops along Oxford Street - including those in House of Fraser, John Lewis and Selfridges - will be refurbished and expanded next year.
Longchamp’s 28 New Bond Street store was also extended up to 3,000 sq ft earlier this month following the addition of an extra 1,022 sq ft first floor.
Outside the capital, a 215 sq ft shop-in-shop will open in October in Fenwick in Newcastle.
The shop-in-shops stock Longchamp’s bags and accessories; its ready-to-wear collections are only available in its Bond Street and Regent Street flagship stores.