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Wolf & Badger to double up in London with Mayfair store

Designer indie Wolf & Badger is to open its second UK store after experiencing “tremendous demand” in its original London boutique.

Wolf & Badger opened its first store in Notting Hill in February 2010. The second, on Dover Street in Mayfair, is scheduled to open in March.

The 1,200 sq ft space will stock a curated selection of “greatest hits” from the Notting Hill boutique plus selected designers from the British Fashion Council’s Newgen initiative and other young designers including Mark Fast, Lou Dalton, Georgia Hardinge and Jean Pierre Braganza.

Co-owner Henry Graham said the store would, as far as possible, focus on brands or designers working or manufacturing in the UK. “We are British-focused – 80% of everything we sell is from British designers,” he said.

Co-owner George Graham added: “When we first launched we weren’t quite sure what the reception would be to the up-and-coming labels we stock, but there has been tremendous demand for the pieces.”

As with the Notting Hill store and the retailer’s Selfridges pop-up shop last year, the Mayfair store will be designed by interiors architecture firm Augustus Brown and will have a sleek, monochrome look. It will feature an additional 700 sq ft lower ground floor, which will be used for events including pop-up shops, product launches, exhibitions and fashion shows.

Wolf & Badger also has a store in Porto Montenegro, in Montenegro, and Graham said the business is continuing to explore other overseas possibilities, in particular New York, but for the time being will focus on the Mayfair store.

Sales at the indie’s Notting Hill store, which is located on Ledbury Road, have continued to rise, with December’s sales “excellent” and traffic to its website,, also steadily rising.

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