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Hobbs kicks off NW3 store roll-out at Westfield London

Womenswear retailer Hobbs is to open the first standalone store for its younger NW3 sub-brand next month, which will be followed by up to 30 openings over the next four years.

The first NW3 store will open in a 1,000 sq ft site, formerly occupied by ethical footwear company Terra Plana, on the second floor of the Westfield London shopping centre on September 30.

The store will be the only one to open this year but Hobbs chief executive Nicky Dulieu said it would be followed by a “single-digit number” of openings next year and then a concentrated roll-out in 2012.

“We will open in a mix of city centres and market towns next year to see what works best,” said Dulieu.

The NW3 stores will have exposed brick interiors inspired by the 18th-century clock house in Hampstead, the area of London with the NW3 postcode that inspired the sub-brand’s name.

A reclaimed clock face will provide a focal point in each store.

Hobbs had hoped to convert one of its two Hampstead stores into a NW3 shop but it proved too expensive as both are listed buildings. It will continue to look for sites in Hampstead for a standalone NW3.

Three more NW3 concessions also opened in John Lewis department stores this month. It now has seven in John Lewis stores and one in Selfridges in London.

Hobbs will relocate its head office in October to Welbeck Street in London’s West End.

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