Premium denim indie Donna Ida opened its third store last month, in London’s Belgravia, complete with radical new branding and a fresh store concept.
The 450 sq ft store in Elizabeth Street was previously home to designer Ben de Lisi’s store.
Architects D_Raw Associates developed an intimate, uncluttered boutique interior for Donna Ida, using raw natural materials contrasted with brass fittings and a high-gloss floor. Key features include a denim wall, display spaces in nooks and crannies, free-standing furniture and a 100 sq ft changing area with heavy plush curtains, a full-length three-way mirror and a podium.
General manager Kim Draper said: “The store was chosen for its proximity to similar niche and specialist retailers, including Allegra Hicks, Erickson Beamon and Philip Treacy, which we felt were a perfect fit.”
Separately, Donna Ida appointed design consultancy Made Thought, whose previous clients include Stella McCartney, to advise on its branding overhaul. The retailer’s logo has been updated to make it edgier, less feminine and clearer to read to enable Donna Ida to potentially enter the menswear market. The branding will be rolled out.
The business, whose other two stores are in Chelsea and the Westfield London shopping mall, is also considering opening more stores both in and outside of London. Store interiors will be tailored to each location but each shop will stock the retailer’s core offer, including brands such as Superfine, J Brand and Current/Elliott. Other labels will be layered on top to suit the tastes of specific areas.
Donna Ida said it had experienced strong trade so far this year and that high-waisted skinny or straight-legged jeans styles continued to sell well, with 7 For All Mankind, Earnest Sewn, James Jeans and Nobody among the best-sellers.
For spring 10, the retailer has introduced customised jeans from Mardou & Dean, denim leggings from Post’age, Trash & Luxury T-shirts and new shirt brand Aglini.