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SuperTrash to open first UK store in London

Contemporary womenswear brand SuperTrash will open its first UK store this autumn in London’s Mayfair.

The Dutch label is taking over 55 South Molton Street from footwear chain Office and is also setting up a UK sales team based at the address.

SuperTrash owner Olcay Gulsen said it was the first of three stores planned for London by the end of 2013 as part of the brand’s “ambitious” expansion plans. It is simultaneously expanding in New York, where its first standalone shop will open in September.

SuperTrash is recruiting between five and 10 people for its UK sales team, which will be overseen by international marketing and PR manager Kim Harmsen.

“Our dream is to expand gradually in both London and New York,” said Gulsen. “We will then look to the main European capitals such as Paris and Milan.” SuperTrash will expand to large UK cities, such as Manchester, after it has completed its London openings.

SuperTrash, which also has about 1600 indie stockists worldwide, has created a new store concept for its international expansion, which is lighter and more natural than its 10 stores in the Netherlands. Gulsen said she wanted to make it feel as if the stores are “run by the owner”.

It has also expanded its design team by recruiting international designers, who will create up to 20% of the collection with London and New York consumers in mind.

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