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Missoni, London

Since opening just before Christmas, the luxury brand’s first UK standalone has exceeded expectations

Missoni’s plush, three-storey shop on Sloane Street in London’s Knightsbridge is the Italian luxury brand’s first UK standalone store.

The 3,500sq ft shop, which used to be occupied by Nicole Farhi, opened just before Christmas, long after the global economic crisis began to bite. But the decision appears to have paid off.

Assistant store manager Veronica Lorrio says she was surprised by the store’s healthy post-Christmas trade in January and February. “Our projections weren’t as high as they would have been two years ago, but we performed better than expected,” she says. “Our client base is 50% locals and 50% tourists, but we’re seeing lots of Europeans making the most of the strong euro.”

Missoni did not compromise on the quality of the store’s interior, splashing out on crystal glass walls to frame the lift and staircase area.But even before customers reach the lift at the back of the store, they are greeted by an imposing, fringed purple lamp from the Missoni homeware range, which hangs down from the ceiling onto a wedding cake-like tiered display of footwear and accessories.

The ground floor houses Missoni’s womenswear collection, and a clean, light colour palette is used throughout the store to best show off the brand’s iconic, brightly coloured pieces. Product is merchandised by colour and print on slim metal rails or on thick, pine shelves. Large recessed ceiling lights on every floor help highlight the colourful pieces. Standalone glass tables are used to display accessories, including belts, scarves and purses.

Towards the back of the store, opposite the cash desk, sunglasses and scarves are presented. From here, a passage leads down to the basement, where menswear and homeware are located.

Hosting Missoni’s VIP area, the first floor is particularly imposing. A separate section at the back of the store that can be closed off with sliding doors, the area has its own changing room, two leather armchairs with Missoni cushions, scented candles and a bar. Product has been carefully edited for the VIP area, which is open to all customers, with eveningwear making up most of the two small rails. The remainder of the womenswear range is also on the first floor.

To celebrate the opening of Missoni’s first UK standalone store, the brand has created a limited-edition dress which is only available from the Sloane Street shop. The pleated, knee-length, gold-sequined dress stands on a lone dramatic mannequin in the shop window, drawing in passers-by.

Missoni chief executive Massimo Gasparini says: “The UK customer has always demonstrated a great appreciation for the Missoni product and brand heritage.
“We are extremely excited about this addition to our store portfolio and look forward to being part of the vibrant and cosmopolitan London scene.”

Essentials

  • 56 Years since the launch of the Missoni brand
  • 32 Number of Missoni stores worldwide
  • Six Number of changing rooms in the store

Missoni 193 Sloane Street, London SW1X

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