Premium menswear etailer Western Assembly has opened its first bricks-and-mortar store on Redchurch Street, east London.
Founded by sisters Aneeta and Kiran Sumra, who have worked as a fashion buyer for Burberry and for digital marketing at Reebok respectively, the store focuses on contemporary European brands including Stutterheim, Kestin Hare and French brand Homecore.
The duo have hosted a series of pop-up stores around London before settling on a permanent home on Redchurch Street.
“We talked about the idea of the concept of this beautiful online store, and we then did quite a few pop-up shops over the last year and a half, and it has kind of accumulated into this,” said Aneeta.
“Redchurch Street is renowned for being a menswear hub, and there are all these incredible brands in the area, like APC and Nudie Jeans.”
The sisters have a clear target customer in mind.
“We have got a Generation X customer, an older creative or professional who is looking for something that is beautifully made with a story behind it. Younger customers are attracted to bolder pieces. Rainwear from Stutterheim, for example, is becoming an iconic piece and that’s what attracts a slightly younger demographic.”
Kiran Sumra adds that the pair’s background in premium fashion and digital marketing will help the indie thrive in a challenging retail environment.
“We have such different skills, we can spearhead different elements of the business but all of these elements affect each other. Aneeta focuses on executing our concept with the raw materials, and I focus on pushing that concept out to our audience, and everything in between is a team effort.”