London womenswear independent Wild Swans will open its third shop, in Mill Hill in north London, in March.
The new 500sq ft shop will stock Scandinavian and Danish designers including By Malene Birger, Camilla Staerk and CCDK, as well as brands which are exclusive in the UK.
Danish co-owner Caroline van Luthje said the store concept would offer a comfortable and relaxing atmosphere for women aged 35 and above, with designers that were “minimalist, edgy and versatile”.
She added: “I have missed Scandinavian brands since I came over here and I wanted to offer an experience of how I think a shop should be. Customers can come in, get a coffee and let their children play. It is like a nice Scandinavian home, very light, smart and modern. I want people to be comfortable, not intimidated.”
An important factor behind the success of Wild Swans’ two current stores in Chiswick and Islington, London, is its dedication to customer service, said van Luthje. “Everyone here knows how to tailor and we do it in-house,” she added.
Van Luthje is opening the store in partnership with London College of Fashion graduate Caroline Freeman, who will work on PR for the business.
The store will host events at which designers talk to customers about their work and preview new season stock.
Wild Swans’ first shop opened in Chiswick, west London, in 2005, while its branch in Islington, north London, opened last year.
Van Luthje said she was confident the new shop would be a success, despite the recession. She said: “The quality of the product is really good and we work hard. We source new brands and have exclusivity, something customers value.”