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Free People opens new concept store on Westbourne Grove

Lauretta Roberts
03 December 2020

Free People has opened its first dual apparel and activewear concept store in the heart of West London's Notting Hill.

The 177 sqm retail space showcases the Philadelphia-based brand's signature aesthetic with handmade fixtures and unexpected materials, such as copper, reclaimed oak and rose quartz. 

wrought iron staircase brings together the four levels, while a secret courtyard garden is "an oasis of jasmine and bay trees" adorned with festoon lighting.

Free People will debut its winter collection in the space with plenty of sequin embellishment and velvet layered with soft knits in a colour palette ranging from winter whites to "mood-boosting" brights. Its "We The Free" denim line will feature flares, wide-legs and skinnies.

The lower ground floor will be home to "FP Movement" activewear. Customers will be able to browse the brand's core pieces featuring the Good Karma, You’re a Peach, Happiness Runs and Seamless collections.

In addition, a variety of "third-piece layering" will be available including various fleeces, long sleeve tops and joggers. The store will also have a variety of workout gear, clean beauty and wellness items from Bala bangles and more. 

“We are delighted to announce that we will be growing our UK retail offering in 2020. This is an exciting opportunity to provide a greater brand experience for our customer in a different neighborhood of London,”  said Free People president Sheila Harrington. 

Founded in the 1970s Free People eventually changed its name to Urban Outfitters after which Free People became the in-house brand for the multi-brand retailer. The brand eventually branched out into wholesale and has showrooms in London, New York, Los Angeles and Chicago. It launched its UK website in 2012.

Today it is part of the URBN Group, which includes Urban Outfitters, Anthropologie and restaurant business Vertri Family. It now has four standalone stores in London on the King's Road (FP Movement), Duke of York Square and Covent Garden, as well as the new Notting Hill store.

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