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Fifi Wilson opens first store outside London

Contemporary womenswear and kidswear independent Fifi Wilson is to open a store in Edinburgh -its fourth to date and its first outside of London.

The 600 sq ft shop in Bruntsfield, on the city’s Southside, will open this month and will introduce “tons” of womenswear brands such as Bella Freud, Laundry Industry and Essential to the city. Fifi Wilson will also start stocking casualwear brand Hartford.

Owner Fi Lovett, who grew up in Edinburgh, said she was planning a fifth store in Glasgow “sooner rather than later” and would continue to offer a mix of established and lesser-known brands.

The Edinburgh shop will feature Fifi Wilson’s signature pink and white colour palette.

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