188 Kensington Park Road, London W11
Who you need to know
Owner Emily Dyson (left)
Brands include A Détacher, Etten Eller, Humanoid, Inverni, Local, Minä Perhonen, Pero, Pop Up Shop, Rachel Comey, Simple Kids, Soft Gallery, Tom Scott
Behind a deceptively small shopfront in London’s trendy Notting Hill lies Couverture - a three-storey concept store with a mix of womenswear, menswear, accessories, kidswear and homeware.
Owner Emily Dyson has made it her mission to search out lesser-known brands to offer customers special pieces that cannot be found elsewhere.
“It’s a constant challenge. We keep an eye on what other stores are selling and try not to stock the same things. If we do buy a brand that a nearby store has, we make sure we pick different pieces so our customers will always find something unique,” she says.
Originally a homeware store on the King’s Road in Chelsea, Couverture expanded its offer to include clothing when it moved to its current location two years ago. “I thought it would be amazing to have everything under one roof. The whole family can shop together in our store,” says Dyson. Fashion and accessories now account for at least 50% of Couverture’s offer.
Situated on the site of a former timber yard, the lower ground floor is home to Dyson’s husband’s menswear brand, Garbstore. As well as Paley’s own label denim, retro tees and utilitarian jackets, there is also a selection of cult labels such as Gitman Bros, Mountain Research and Engineered Garments, many of which are exclusive to Garbstore in the UK.
Last December also saw the launch of a joint transactional internet site, Couvertureandthegarbstore.com.