My-Wardrobe will make a permanent play into bricks-and-mortar when it opens a store at its new offices at the Whiteley’s shopping centre in Bayswater, west London on June 30.
The 1,200 sq ft office and retail space, which will stock an edited selection of brands, will also act as a click-and-collect hub, letting customers pick up and return their products. My-Wardrobe’s online offer includes Day Birger et Mikkelsen, Tory Burch, Acne and Joseph.
My-Wardrobe will sit alongside existing Whiteley’s tenants including Karen Millen, Marks & Spencer, Nine West, Zara and H&M.
The new store and permanent offices – My-Wardrobe has been residing in temporary offices in central London – are seen as “a new positive start” for the brand. It fell into administration late last year, as well as being rocked by a wave of departures over the past 12 months including co-founders Andrew Curran and Sarah Curran, chief executive David Worby, trading director Joanna Stephenson and fashion director Carmen Borgonovo.
My-Wardrobe is currently being run by Steven Tucker, a financial backer of the etailer.
A spokeswoman for My-Wardrobe told Drapers: “The store will act as a dual service – for customers and for press to visit. By offering click-and-collect and the showroom, this will be a full 360°, all-round offer for customers. If they see something they like on the website, they can come in and see it, touch it and they can choose for it to be delivered to them.”
She added: “This will be a new positive start for My-Wardrobe.”
The move into bricks-and-mortar comes as My-Wardrobe opens a pop-up shop at 15 Floral Street in Covent Garden this week. The 740 sq ft store, open until the end of June, stocks premium brands such as Sea NY, Bruuns Bazaar and Zoe Karssen.
My-Wardrobe will host a number of events for its blogger network at the store, as well as customer evenings with styling advice and introductions to the key looks for autumn 14. The etailer will open a further pop-up shop at 162a Sloane Street, Sloane Square on Tuesday, May 27.
My-Wardrobe was bought in a pre-pack administration in November, with joint administrators Alex Cadwallader and Neil Bennett, directors at insolvency firm Leonard Curtis, selling the business to Growth Capital Acquisitions.
As part of its strategy to return the business to growth, My-Wardrobe said it would put the UK back at the heart of its focus and lower its price points.