French Connection opens doors of new experiential flagship
French Connection has opened the doors of its new "Studios" experiential flagship store in London's Mayfair, housing fashion, home and lifestyle product, as well as an artisan coffee shop.
The 4,000 sq ft store covers two floors in a character property in Duke Street, North Mayfair, which is part of the Grosvenor portfolio. It is located minutes away from the retailer's previous flagship on London's Oxford Street.
French Connection's founder, CEO and chairman Stephen Marks said the new store and location were more in keeping with the positioning of the brand.
“We are extremely pleased to be opening a new store in a retail location better suited to French Connection's premium high street aesthetic. French Connection Studios Duke Street is a great space, perfect for creating a fresh look and brand experience for our customers," Marks said.
Homewares sit at the entrance of the store in a dedicated area while a "marketplace" offers a wide selection of lifestyle items such as books, magazines and cards.
In fashion the store will carry limited edition dresses designed specifically for the French Connection Studios while the store also houses a photography studio where the team will shoot digital and influencer content giving shoppers a glimpse behind the scenes and see the latest collection before it hits the stores.
The coffee shop, run in partnership with Fernandez and Wills, enables shoppers to have a coffee, a glass of wine or something to eat either indoors or outdoors.
Keith Bailey, Mayfair Director, Grosvenor Britain and Ireland, said it was "excited" to welcome the new concept stores to Mayfair. "The store will provide an immersive brand journey for those visiting and working in this part of the West End. The brand's genuine commitment to deliver an innovative retail experience provides a compelling reason to visit and all foster a more active, interesting and useful neighbourhood."
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