Boardies debuts Selfridges "Surf Shack" pop-up
This week sees the launch of swimwear specialist Boardies “Surf Shack” pop-up with Selfridges, with the brand taking over a section of the kidswear department in the Oxford Street flagship store.
Showcasing its new spring/summer collection of Boardies surf inspired kidswear, the new collection features a range of swimshorts, rash guards, t-shirts and beach hats - all made from recycled fabrics and organic cotton.
Throughout the production process, Boardies worked closely with Buying and Visual Merchandising teams to conceptualise the Surf Shack collection and develop some retail theatre to help "engage with the customer and drive sales".
Surf Boards for the pop-up were supplied by Karma Surfboards, made be the original surf shaper David Farrow from Newquay Cornwall, where Boardies has recently relocated to.
Nick Crook, Founder of Boardies told TheIndustry.fashion: "Boardies new kids collection looks fantastic and Selfridges is the perfect retail partner to fully showcase and bring it to life with. Kidswear has really grown for as we develop complete collections for the whole family to match.
"The Boardies pop-up is in a great location next to the walkway and adjacent to some mega brands. The aim is to showcase a full range of swim styles and array of vibrant colours we are known for, driving sell through. We want the Boardies Surf Shack to be a destination for families shopping for their holidays.
"Key prints this season include the Boardies Comic Books and Robots, whilst the organic cotton t-shirts are all selling well, such as the tie-dye and skater tee."
