French label Sézane opens concession at Selfridges

French label Sézane has opened its first UK concession in Selfridges, Oxford Street. The opening of the 90sqm corner follows on from the opening of its first UK store in Notting Hill last year.

The space follows the brand's theme of creating retail space in the style of Parisian "Appartements" and its founder Morgane Sézalory said she set out "to create a space in which the in-store experience bridges the gap between the online world and the real world, and remains intimate, immersive and personal."

Founded in 2013 as an online-only brand, Sézane launched a dedicated UK e-commerce site in 2015 and tested the UK retail market with a pop-up shop on London's South Molton Street in the lead-up to Christmas 2017. The Notting Hill store, on Westbourne Grove, was opened in August of last year.

The brand never holds sales and its model is based on regular monthly drops of products which complement its core seasonal offerings. Once each season it sells items from its previous collections at lower prices. It has become a word of mouth and social media-driven success by offering higher quality, limited edition product at accessible prices. It also has a menswear label called Octobre Editions, which has yet to come to the UK.

As well as the London store and Selfridges concession, the brand has Appartements in Paris, Aix-en-Provence and New York, along with a corner in upscale Parisian department store Le Bon Marché.