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New fashion brand snaps up Dover Street flagship

The soon-to-be-launched womenswear brand Varana is set to open its first store on London’s Dover Street.

The brand, which is led by former Joseph boss Marc Forestier and created by graphic designer Sujata Keshavan, will sell womenswear and women’s accessories inspired by Asian influences. The brand has signed a ten-year lease for a seven-storey, 4,335 sq ft boutique store in Mayfair.

The new store will sit alongside brands such as Victoria Beckham and Jimmy Choo, and will be located at number 14, on the east side of Dover Street. It will open on an undisclosed date in 2017.

Property agency Savills said the store had signed for an initial rent of £350,000 a year.

Anthony Selwyn, head of central London retail at Savills, commented: “Dover Street remains one of Mayfair’s top retail destinations. While we believe rents need to settle to a level that will support growth again after rising dramatically over the last few years, the location continues to attract brands searching for an alternative to Bond Street.”

Readers' comments (1)

  • Thierry BAYLE

    Opening a store is challenging and in 2016, the buying and merchandising function was a key issue.
    I am looking forward that this is well mastered by all those opening a physical store or an ecommerce web site.
    It is about having the right product at the right time int he right quantity.
    It is therefore about Art and Science.

    Thierry Bayle

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