In Pictures: Inside Stripe & Stare's first store
London-born lingerie label Stripe & Stare has officially opened its first-ever bricks-and-mortar store on King’s Road, Chelsea. The two-floor pop-up at 149 King’s Road, which runs from 14 February to 8 June 2026, marks a full-circle moment for the brand, which was originally developed just streets away.
Founded in 2017 by Katie Lopes and Nicola Piercy, Stripe & Stare has quietly built a cult following for comfort-led underwear, blending fit, style and sustainably sourced fabrics. The King’s Road store showcases the brand’s full core range across lingerie and sleepwear, including bestselling knickers, thongs and Brazilians, alongside bras and seasonal colourways.
In an Instagram post celebrating the launch, the brand wrote: "What. A. Week. 💫 From opening our doors to celebrating with you, it’s one we won’t forget. Thank you for being part of it ✨ come to see us - 149 Kings Road, London SW3 5XP."
The post underlines how community engagement remains central to the brand’s retail strategy, with in-store styling advice, co-branded partnerships and activations designed to make shopping for underwear feel playful and interactive.
"Opening on the King’s Road feels incredibly special," said co-founder Katie Lopes. "This is where Stripe & Stare was shaped - where we tested, refined and obsessed over what comfort really means for women. Bringing the brand back here is a full-circle moment."
Central to Stripe & Stare’s appeal is its use of Tencel Micro Modal, a wood pulp-derived fibre that is 95% biodegradable, three times softer than cotton, and sustainably produced.
The King’s Road pop-up signals a strategic step into physical retail for a brand that has thrived online, reinforcing visibility in a prime London location while delivering an immersive brand experience.
