The King’s Road denim boutique has now added a Marylebone store to cater for its trend-led clientele.
London independent denim spec-ialist Trilogy recently opened its second store in the thriving central London neighbourhood of Marylebone. The 850sq ft shop, which is situated just off Marylebone High Street on Weymouth Street, was formerly home to Rojo Shoes. It has been open for six weeks, and is trading ahead of expectations.
Having opened their first store in the Duke of York development on the King’s Road in Chelsea about 20 months ago, the Trilogy founding team of Lesley Torson, Mark Cocozza and James Leslie had been waiting for a suitable unit in the Marylebone area to become available.
“We decided we wanted to be based in London ‘village’ locations – trendy and popular areas that are a destination for a day out – and we also wanted to make sure we had the right brand mix around us,” says Leslie.
Torson adds that the Chelsea store attracted many north London customers, so the Marylebone location would be easier for them, “and while there’s so much going on in Marylebone High Street, there isn’t another denim specialist”.
Near neighbours, however, and recent additions to the Marylebone mix include designer store Matches and womenswear designer James Lakeland, which have both opened boutiques in the area this year.
The Marylebone store holds most of the same denim and collections brands as Chelsea, such as J Brand (the bestseller), Hudson, Anlo, Theory and See by Chloé, but it also stocks contemporary womenswear brand Joseph, which Torson reports has been selling well. Three new denim brands will be introduced to both stores for autumn: Goldsign, Raven and the new label from the Hudson stable, City of Others.
In terms of fixtures and fittings, the team has replicated the same feel in Marylebone as in Chelsea, with contemporary chrome and glass shelving, and wooden floors. The difference in Marylebone is that the denim offer is at the front of the store, as opposed to the back, and the all-important fitting rooms (Trilogy is famed for its patient fitting service) are on the same level as the selling floor, whereas in Chelsea they are on the lower level. But, as with Chelsea, the fitting rooms are spacious, private and feature neat touches such as a selection of shoes in different heel heights for customers to try with their jeans.
Collections are merchandised by brand, while denim is laid out according to cut. The team rarely buys a whole denim range from one brand, preferring instead to pick the styles for which the brand is best known or which fill a gap in the store’s product line-up.
Trilogy, which also launched its transactional website last September (www.trilogystores.co.uk), continues to scout for expansion opportunities, says Cocozza, although it won’t be rushing into a third store. “We want to get Marylebone right first, and keep providing a high level of service. If you expand too quickly, you can lose that.”
Trilogy 63 Weymouth Street, London W1G
2: The number of Trilogy stores
850sq ft: Size of the new Marylebone store
20: Number of months since Trilogy opened its first store in Chelsea
15: Number of staff employed across the two stores