Former Harvey Nichols group fashion director and Grazia style director Paula Reed has joined Boutique 1 ahead of its debut on London’s Sloane Street next year.
Reed has been appointed director of brand strategy with responsibility for promoting the new store, overseeing the editorial direction of the website and raising awareness of the group internationally.
Boutique 1 Group, which has offices in London and Dubai, will open a store on Sloane Street in March next year, building on four existing multi-brand luxury concept stores in the Middle East.
The group opened its first store in 2000 and operates 20 stores in four cities, as well as an online store boutique1.com, which serves customers globally.
Its four multi-brand stores are based in Dubai, Abu Dhabi and Beirut, stocking more than 200 luxury brands. It has shop-in-shop stores from Alaia, Elie Saab, Isabel Marant, Missoni, The Row and Victoria Beckham, while brands stocked in store include Oscar de la Renta, 3.1 Philip Lim and Alexander Wang.
Reed was style director at Grazia magazine for seven years to August 2012, group fashion director at Harvey Nichols from August 2012 to December 2013 and fashion director at MyTheresa.com from January 2014. She will not continue her role at MyTheresa.com.
She said: “I am thrilled to be joining the Boutique 1 team as one of the world’s best stores comes to my favourite city. With the arrival of Boutique 1 on Sloane St, London’s fantastic shopping is about to get even better.”
Lena Matta, Boutique 1 group’s co-founder and owner, said: “We are very excited to have Paula Reed join our dynamic team. Her widespread experience in both fashion retail and fashion journalism will be valuable assets as we set to continuously raise the company’s standards in terms of development and innovation.”
Boutique 1 owns and operates mono-brand stores under franchise agreements or as joint ventures with brands including Missoni and Paul & Joe in London, Missoni in Beirut, Furla and Paul & Joe in Abu Dhabi, as well as Elie Saab, Missoni, Isabel Marant and Furla in Dubai.