Denim independent Trilogy will open its third and largest store in Kensington, west London, in August, which will stock an exclusive line of one-off designs from five premium denim brands.
J Brand, Citizens of Humanity, Hudson, Paige Premium Denim and Goldsign have each contributed one design to the range, called The Kensington Collection, which will only be sold in Trilogy’s new 1,800 sq ft store.
The store is being designed by consultancy Beyond Communications and will join retailers such as Sweaty Betty and LK Bennett on Kensington Church Street.
It will stock brands such as True Religion, James and 7 For All Mankind, which are sold in Trilogy’s Chelsea and Marylebone stores.
Trilogy is introducing three new denim ranges into all its stores for autumn 10 - Levi’s shapewear sub-brand Curve and ranges from Nudie Jeans and Dylan George - to coincide with the new opening.
The new store will also include a stylist area, described by founder James Leslie as a “VIP styling suite”. “We were keen to use the space we have and, given the nature of the customers in Kensington, a dressing room is a strong concept,” he said.
Leslie, who set up Trilogy with Lesley Torson and Mark Cocozza in 2006, said the Kensington location fitted its strategy to target affluent areas and added that at least one new store was planned for each year.
Leslie said he was “considering opening a store outside of London” but declined to give further details.
Trilogy opened its first store in Duke of York Square, near Sloane Square in Chelsea in 2006, and its second store on Weymouth Street, just off Marylebone High Street, in 2008.
Leslie said the retailer’s website, which went transactional in 2007, was performing well, with online sales to date up threefold on last year following a revamp.