A premium menswear and womenswear indie will move outside London when it opens a store in Hampshire.
Fussy Nation, founded on Notting Hill’s Portobello Road in 1999, is close to signing a 1,800 sq ft unisex shop at Whiteley shopping centre in Fareham, Hampshire. It is expected to be trading by July.
At present Fussy Nation has two shops – in East Sheen, southwest London, and Whiteleys shopping centre in Bayswater. It stocks premium brands such as H by Hudson, Hackett, Barbour and Joseph.
Owner Niraj Jassy told Drapers he saw a good opportunity to capitalise on the lack of premium brands in that part of Hampshire.
“We did some market research and found that in London there isn’t scope because the type of brands we stock are already there,” he said. “However, there’s no one else distributing [our kind of brands] around Whiteley. We know how the shopping centre model works and we wanted to try trading at an out-of-town centre.”