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Tower London to open in West End with Dr Martens shop-in-shop

Footwear independent Tower London is opening its first store in west London, located in Earl’s Court. 

The new store, located at 203 Earl’s Court Road, spans 2,000 sq ft, will feature a Dr Martens shop-in-shop. It will open its doors on 28 June.

The Dr Martens shop-in-shop will showcase 100 footwear styles and accessories.

Tower London director Gerry Demopoulos told Drapers: “We share a long history with Dr Martens as they are the first brand we stocked back in the 80s. It has been a great journey with them, and this collaboration cements further our longstanding ties and working relationship.”

The store will also host a selection of footwear brands including Vans, Puma, Timberland, Converse, Saucony and Kickers.

Prices range from £20 for Havaianas to £240 for Loake and Red Wing Shoes.

Demopoulos said: “We have been looking for our first West London site for a while, having opened our Brick Lane store in September of last year in east London.

“We are proud to be a London independent, and will not look to open any stores outside of our home town of London. We are focusing on opening stores in parts of London where Londoners and tourists go to socialise as well as shop.”

The launch brings Tower London’s store count to five. This excludes its outlet store in Palmers Green, which is closing at the end of the year.

Demopoulos said the business owns the building where the Palmers Green store is situated, and will redevelop it.

He added: “We look to own the majority of our infrastructure – it keeps us flexible and not at the whim of landlords. Our warehouse, our head office in Shoreditch and four of our stores are owned by us and we are looking to purchase further stores in destination areas of London.”

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