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Q&A: Julie Deane, founder, Cambridge Satchel Company

As accessory brand Cambridge Satchel Company announces that it is to launch its first store, Drapers asks founder Julie Deane about what customers can expect from the space.

Q: What can customers expect from the new store?

A: We want the store to be the complete Cambridge Satchel experience. In the same way that when people visit our website they are able to get a real flavour of the brand and what we are about, we want this to be recreated in our store and be able to tell people the story of Cambridge Satchel through the shop.

Q: You are launching with a pop-up store before the full store opens in February can you explain the thinking behind that?

A: We wanted to open before Christmas but we knew we wouldn’t have the full store ready in time before then so we decided to open 40% of it as a pop-up so that people who are in a last minute rush for presents can come and buy from us. Hopefully the pop-up will give people a taste of what is to come from the full store once it opens properly in February.

Q: The main store will launch in February during London Fashion Week. Why did you choose to launch then?

A: London Fashion Week is such an important event in the fashion calendar and all eyes will be on London so we felt it made sense to coincide the opening with LFW and have a really big event when so many people will be in London.

Q: Tell us about the location of the store.

A: We are a niche brand so we wanted a location that reflected that. Seven Dials is full of a lot of individual retailers and independents so we thought it was a good fit for us. Also Covent Garden is a busy central shopping area so it is definitely a good place to be.

Q: You mentioned having a dedicated area in the store for fashion bloggers can you explain a bit more about this?

A: The fashion blogging community has been instrumental in helping to build the brand into what it is today and was such a big part of how we launched so we wanted to have a place for them in the store. I can’t tell you too much yet but it will be an area where they can meet and interact and have their own space.  

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