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Orlebar Brown expands with Covent Garden store

Luxury lifestyle brand Orlebar Brown is to open a raft of stores across London, Cannes and the Hamptons in New York.

Stores with two-year leases have opened this month at Floral Street, Covent Garden and Sloane Avenue, Chelsea that will hold the brand’s full men’s, women’s and kidswear ranges.

Temporary stores in Cannes and the Hamptons will also launch towards the end of May on five-month leases to capture the summer holidaymaker market, founder Adam Brown told Drapers.

The Hamptons store will particularly tap into the British brand’s luxury beachwear aesthetic, Brown said, and will be a “beach shack-inspired space”.

The swimwear-focused company, which launched in 2007, has also outgrown its first 190 sq ft store in London’s Notting Hill on Ledbury Road and has replaced it with a 2,000 sq ft, two-storey flagship at 206 Westbourne Grove on May 16. The decision to make West London home came after Brown noticed a large number of online orders originating from the area.

Brown told Drapers that the brand has expanded rapidly beyond its original men’s swimwear market, with resortwear such as chinos and light jackets selling well.

“Half of our sales are now non-swim – 30% is now T-shirts and shorts,” he said. “The new store allows us to divide up our offering, to tell a story. We’ll have sections such as a ‘poolside edit’ and ‘luxe sweats’.”

Womenswear, launched after the original menswear products, now makes up around 8% to 9% of the business, he added.

Brown has been shortlisted for Ernst & Young’s Entrepreneur of the Year Award, which takes place on June 26.

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