Amid the hubbub of Christmas and the Sales, some new stores opened their doors in London.
43 Carnaby Street, W1F
Dutch contemporary womenswear brand SuperTrash relocated its UK store from 55 South Molton Street to 43 Carnaby Street in December,
to take advantage of Carnaby Street’s younger shopper demographic and higher footfall.
The 861 sq ft two-floor store stocks the full clothing, footwear and accessories ranges. As well as the mainline collection, the ground floor features a denim wall while the first floor includes fitting rooms, an ‘inspiration area’ - featuring the SuperTrash magazine, alongside items such as candles and a suitcase - and the brand’s perfume in glass boxes on the wall.
A polished parquet floor contrasts with pink walls, and fitted brass and black clothing rails run down the centre with similar freestanding rails lining the walls. Alongside the stairs between the two floors is an enlarged image of supermodel Bregje Heinen, who starred in the brand’s 2014 Super Talent campaign.
The windows in the stark black shop front show off the collection on mannequins and rails, with a painted blue façade above. Prices range from £30 for a plain vest top to £430 for leather trousers.
388 Oxford Street, W1C
Men’s tailoring retailer TM Lewin opened this flagship the week before Christmas, in a former Jane Norman unit. It has a more contemporary feel to fit in with the vibe of the UK’s busiest shopping street, but remains true to the company’s heritage.
The 4,000 sq ft space is TM Lewin’s 90th standalone store in the UK and has a striking shop front made from blue bricks with two rounded-edge windows occupied by mannequins. Prices range from £27.95 for a tie to £404 for a three-piece suit.
The ground floor hosts the shirt range, displayed in fitted shelving units and on wooden tailoring tables, with suit-wearing mannequins by the stairs and the wider men’s range of jackets and jumpers hanging on freestanding rails. On the rear wall, whitewashed bricks are covered with text detailing the business’s history. The extensive tie range is also highlighted with the product lined up atop another tailoring table.
The men’s suiting range is on the lower ground floor, displayed on rails lining the walls, along with womenswear. Walls outside the fitting rooms have been painted to advertise TM Lewin’s social media presence and ‘the anatomy of a shirt’, which shows individual elements and how to find the best fit.
42 King’s Road, SW3
The Canadian yogawear brand opened its second UK store on January 23 on the site of former sportswear retailer King’s Road Sporting Club. The 2,800 sq ft store has a grey and black metal façade with photos of athletes. The photo collage also includes shots of Vancouver and the city’s original Lululemon store.
On the opening day the two windows were filled with people practising acro-yoga - which combines yoga and acrobatics - but usually they are filled with mannequins displaying the men’s and women’s collections. To the right of the door is a shelving unit stuffed with rolled yoga mats. Free yoga sessions are held every Sunday morning in store and a runners’ club will leave from the shop on Saturday mornings.
The emphasis is on personal service, with staff writing customers’ names on the white fitting room doors with marker pens so they can be referred to by name. A feedback board invites shoppers to leave their opinions, and another board promotes local workshops, studios and fitness instructors.
Prices range from £38 for a sports bra to £218 for a waterproof jacket.
122 New Bond Street, W1S
Hugo Boss reopened its London flagship on December 23, just in time to capitalise on last-minute Christmas trading. The three-month revamp has seen the selling space rise from 2,700 sq ft to just over 4,000 sq ft, spanning the lower ground, ground and first floors.
The first floor is devoted to womenswear and footwear, while the ground showcases women’s clothing, accessories, men’s footwear, accessories and sportswear. The basement hosts menswear and made-to-measure. Prices range from £6 for trainer socks to £1,700 for the Claudia clutch, designed by Jason Wu.
The store design reflects a clean and classic luxury aesthetic, contrasting matt fabrics and paints with high-gloss and mirrored surfaces, all in a muted sand and grey palette. Product is showcased on rails in inset wall displays, which are accented with black trims and on glass and black metal central tables. The focal point is the ‘objet de lumière’, a light installation which represents a contemporary take on a chandelier.