Womenswear brand Talitha opened its debut bricks-and-mortar store in London’s Notting Hill this week, tapping into the ‘shops that aren’t shops’ trend with a fully shoppable lifestyle concept store.
At 22 Powis Terrace in London’s leafy Notting Hill, Talitha’s co-founders Kim Hersov and Shon Randhawa have created an immersive Talitha universe by designing a cosy home-like experience in collaboration with interior designer Hubert Zandberg. The space resembles a fully furnished, lived-in environment. With a bedroom and living room, it is as much a physical embodiment of the brand as it is a new form of retail destination, similar to Sézane in Paris and The Apartment by The Line in the US.
I think that you want to buy into the Talitha world
Alongside this alternative approach to layout and store design, the space will be almost completely shoppable, retailing the brand’s latest collections alongside a number of lifestyle brands – shoppers can even buy the furniture and decoration of the store. Furthermore, the design of the space will reflect each new collection, evolving with each new range.
A chat with Talitha co-founder Kim Hersov
Why open a store now?
We decided to open now because the stars were aligned and the timing was right. We happened to find a great space in the neighbourhood – it was being vacated and had the right proportions and the right of amount of space for us to actually open this lifestyle concept. It was my business partner, Shon, who really pushed and said “Let’s grab the moment” because it makes sense to do it.
Why this location?
The neighbourhood feel in Notting Hill feels right for us as a brand. I live here, so I love this area, and it’s known for having a lot of secret locations and a lot of hidden gems. It’s a neighbourhood where people walk around, so you tend to get a lot of foot traffic, and because of Portobello Road Market you attract people here on the weekends. It’s a place that people do tend to travel to and they want to explore and find little gems. So I’m hoping that we can be one of those places.
Tell us about the concept of the space.
We have always seen Talitha as a lifestyle brand, so the space was a way for us to showcase our vision for Talitha. It was a very personal exercise in creating a world, which we will change on a regular basis. Together with our collaborator, Hubert Zandberg, Shon and I are hoping to make the space different about three or four times a year [in a way] that will correlate with moods. The Talitha woman is a global traveller – she is influenced by lots of eclectic touchpoints and we wanted the space to reflect this.
What other items are you selling?
I think that you want to buy into the Talitha world. Talitha isn’t just clothes as a concept – Talitha can be a love of a rug, it can be the furniture, it can be the plates. The aim is for us really to evolve into being a lifestyle brand. I think the retail space allows us to give you a context to understand who the Talitha woman is and how we envision it.
In particular, we are so proud to be collaborating with fabric company Tibor, and also with charitable basket-weaving initiative Madwa, because they reflect the ethos of our brand. Other pieces I love are the bed which is a design by Hubert Zandberg that I also have in my own home, as is the sofa.