Editors' Top Reads: News from Longchamp, Florere, Kaiia The Label and more...
Here are some of this week’s news and features highlights handpicked by TheIndustry.fashion team.
Longchamp arrives in Edinburgh with first UK store outside London
Longchamp has carved out a distinctive space at the intersection of accessible luxury, and it’s no surprise that the French brand continues to win over customers. These days, it’s hard to step out without spotting someone carrying a Longchamp bag - usually, there are several.
While much of the luxury sector contends with slower growth and cautious consumer spending, Longchamp appears to be bucking the trend. Its sweet spot - premium and aspirational, yet still attainable - clearly resonates, with customers eager for more.
Building on this momentum, Longchamp this week unveiled its first standalone store in Scotland, opening a flagship on Multrees Walk, Edinburgh’s luxury shopping street. It marks the brand’s first UK location outside London.
Nestled among an array of global luxury names, including Louis Vuitton, Burberry and Gucci, the Edinburgh boutique brings Longchamp’s Parisian craftsmanship and signature design directly to Scottish shoppers. For a closer look at the new store, TheIndustry.fashion has all the details...
Sophie Smith, News Editor & Senior Writer.
The Interview: Kaiia The Label global marketing boss on turning TikTok momentum into long-term growth
This interview with Emily Frazer, Head of Global Brand and Marketing at Kaiia The Label, offers a deep dive into what it really takes to turn TikTok traction into sustainable growth.
Founded in Manchester in 2022, Kaiia is part of a new wave of digitally native brands built on community, content and conversion, rather than catwalk credentials. It has become one of the fastest-growing fashion retailers on TikTok Shop, but Frazer makes it clear that going viral is one thing, while building a brand with longevity is another.
"I joined Kaiia at a defining moment," she told me. "The opportunity to help shape its next chapter, as it scales into a serious fashion and retail contender, was incredibly exciting."
Led by CEO and co-founder Qasim Akhlaq, who also founded Public Desire, Kaiia is now entering its next phase of growth as it evolves from viral favourite to more established fashion player. We spoke to Frazer about shaping that transition, strengthening brand foundations and scaling a community-first business without losing the authenticity that fuelled its rise.
For me, this interview captures a bigger industry shift: the move from platform-first hype to proper brand building. Kaiia may have been born on TikTok, but under Frazer’s leadership, it’s thinking far beyond the algorithm.
Chloé Burney, Senior News & Features Writer.
The Interview: Michelle Evatt and Heidi Fielding on channelling their high street experience into their own brand Florere
When I get depressed (which is often) about the failure of yet another high street chain, I think about brands such as Florere and cheer up. It's not just because Florere's designs are bright and uplifting, but because the women behind it (Michelle Evatt and Heidi Fielding) came out of the post-pandemic turmoil on the high street and decided to launch their own brand.
They took the learnings (good and bad) from their time with big names such as Ted Baker, Debenhams and New Look, among others, and channelled them into Florere. The brand delivers feminine yet impactful designs for women who want something more than homogenous high street fare. Florere recently secured investment and is looking to expand its team, its stock options and its horizons.
It's one of a number of interesting brands to have been born from high street executives looking to create something a bit different. Others that spring to mind are Albaray, NRBY Clothing, and the trailblazer in the space, Mint Velvet. If the current tumult we are witnessing on the high street delivers more like this, then maybe the trauma will be worth it.
We spoke to Evatt and Fielding, who met while studying at the University of Brighton, about their friendship, shared experiences and their vision for the brand in this wide-ranging interview. It's a heartwarming one.
Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.
Jules B forced to shut Newcastle store following ‘ram raid’
It was sad to read that men’s and womenswear independent Jules B, which celebrated its 40th anniversary in 2024, became the victim of a ‘ram raid’ at its store in Jesmond, Newcastle, in the early hours of Tuesday morning.
It’s as yet still unconfirmed as to what, if anything, was taken regarding stock, but, as if it’s not hard enough for independents to thrive in today’s market as it is, the shop front was “severely damaged” and will take time to repair before they can reopen.
It was another kick in the teeth for husband and wife Jules B founders and owners Julian and Rhona Blades, who were forced to shutter its two stores in Kendal, Cumbria, in November 2025, after over two decades trading in the market town. The “challenging economic climate and the sharp rise in operating and labour costs” were cited as the reasons.
That came after having to go into a Company Voluntary Arrangement (CVA) following a “major cyber attack” in September 2023, which severely rocked the business. They managed to complete the CVA in March 2024, but the business has evidently been struggling.
I do hope they have better luck this year and can continue their fine work of dressing the North East’s finest with their excellently curated collections. Hopefully, the brands will continue to back them, and the insurers won’t hammer them.
Tom Bottomley, Contributing Editor.
