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In Pictures: Phase Eight opens upsized Bluewater flagship as expansion strategy continues

Tom Bottomley
28 May 2024

Phase Eight has opened a new 2,500 sq ft flagship store at Bluewater shopping centre in Kent, which is over three times bigger than its previous unit.

It has been designed to fit with Phase Eight’s most recent store concept, which the womenswear retailer has been rolling out since the opening of its Westfield London (White City) flagship in 2022.

Phase Eight has been trading at Bluewater for the past 20 years, but the relocation to a larger space marks the next stage of Phase Eight’s retail expansion strategy.

At the end of March 2024, Phase Eight marked its return to Edinburgh with a new flagship at 85 George Street. It had previously resided at 47b on the busy city centre street, but the original store was closed in early 2023.

Earlier in March, the retailer also opened a new 1,571 sq ft flagship store at the Bentall Centre in Kingston, having previously only traded through concessions in Fenwick and John Lewis in the town. Further Phase Eight store openings in key locations such as Bury St Edmunds, Dublin, Glasgow and Hamburg, Germany, are planned for later this year.

The new Bluewater store is showcasing Phase Eight’s latest event and ready-to-wear collections in sizes 8-26, as well as a range of complimentary shoes and accessories “for head-to-toe style solutions”.

The store also houses the retailer’s petite collection, as well as limited-edition ranges such as Phase Eight childrenswear, bridal, bridesmaid and its black-tie range, Collection 8.

Caraline Money, Group Retail Director at Phase Eight, said: “We are proud to open our new Bluewater store, a centre we have successfully traded in for the past 20 years. The location will allow us to showcase our full range, including limited-edition collections which were not available in the previous store.”

Bluewater Centre Director, James Waugh, commented: “Here at Bluewater, we are always striving to create the best possible guest experience, so we’re delighted to be welcoming back Phase Eight following its relocation to a larger space.

“Phase Eight is among our longest standing brands, having traded at the centre for over 20 years, so we’re sure our guests will be delighted to be able to shop an even wider array of clothing in the new flagship store.”

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