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Wolf & Badger tests concept in Selfridges

Designer indie Wolf & Badger is eyeing a permanent concession in Selfridges in London following the opening of a 500 sq ft pop-up shop in the department store last week.

Wolf & Badger showcases up to 70 emerging designers at a time in its Notting Hill store in west London and gives 90% of the retail price to the designers in return for a monthly fee. It opened the pop-up shop in the Wonder Room in Selfridges’ flagship earlier this month. It is due to stay open until August 31.

The pop-up shop launched with jewellery and homewares brands on sale, but fashion brands Tosha, Reem, Irwin & Jordan and Ricardo Dourado were due to be introduced yesterday.

Samir Ceric and Zoe Knight, the husband and wife team who own Wolf & Badger, struck the deal with Selfridges after Wolf & Badger was named one of luxury trade body Walpole’s Brands of Tomorrow in June. Ceric and Knight received a prize of monthly mentoring from Walpole board member John Ayton, founder of jewellery retailer Links of London, who introduced them to Selfridges buying and merchandising director Anne Pitcher and director of accessories Sebastian Manes.

“Selfridges could poach our designers independently if it wanted to but it likes the fact that we mentor the brands and help them to become more commercial,” Ceric said.

“Anne and Sebastian came to visit our store. They said there would be no concession spaces available until next year but suggested we test the relationship through the Wonder Room. If it works well we hope to take a concession there in the spring.”

Manes said that he was backing Wolf & Badger because it challenged “the traditional parameters of fashion retail”.

Wolf & Badger is also finalising a deal with an unnamed US-based five-star boutique hotel chain to open concessions in its US hotels. If successful, Wolf & Badger will open concessions in its European and Asian hotels next year.

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