Chosen by Jo Hooper, head of buying, womenswear, John Lewis
I absolutely love Iris, a small boutique established by two friends in Queen’s Park, which has added two more branches in Battersea and Chiswick. It stocks womenswear, kidswear, accessories and gifts - everything from beautiful jackets and dresses from Etoilé by Isabel Marant, Humanoid and Locale to jeans by Hudson, topped off by clog boots from Swedish Hasbeens and bags by Angel Jackson.
Iris’s eclectic mix of beautifully merchandised brands inspires you to rifle through. The customer really feels she is getting a combination of stylish, extremely wearable, competitively priced product.
Iris also has an quirky selection of kids’ brands such as No Added Sugar, Ilovegorgeous and Antik Batik.
The store is inspiring because of its choice of stylish, contemporary clothing. It has a focused approach to its local target consumer and the merchandising is simple and accessible. It lets the merchandise do the talking. Irresistible.
Address 73 Salusbury Road, London NW6
Telephone 020 7372 1777
Owners Annie Pollet and Sarah Claassen
Brands include APC, By Malene Birger, Day Birger et Mikkelsen, Rützou, Vanessa Bruno