Contemporary womenswear brand Stills is moving into retail by opening its first UK concession in Harvey Nichols’ London store in September.
The brand, owned by Dutch group Veldhoven, already has 60 stockists in the UK including independent department store Hoopers and designer indie Carol Grant in Shrewsbury, but has never had a retail presence before now.
The 700 sq ft space, situated in Harvey Nichols’ Womenswear Designer Collections area on the second floor, will sit alongside brands including Issey Miyake and Joseph.
It will feature a shopfit designed by Dutch architecture group Doepel Strijkers, based on the design of the brand’s flagship store in Amsterdam.
“This is a great fit with Harvey Nichols with its superb reputation in womenswear,” said Charlotte McHardy, managing director of Veldhoven UK. “The type of customer Stills has is also the Harvey Nichols customer.”
McHardy hopes Stills will be able to open more wholesale accounts as a result of the concession.
“We are hoping there will be more boutiques that will get to see Stills in its entirety via this concession and then they may decide to stock it,” she said. She did not rule out opening further concessions in other Harvey Nichols stores.