Koibird shuts e-commerce website to focus on Marylebone store

Independent womenswear retailer Koibird has now closed down its e-commerce website to focus on trading from its physical store at 62 Marylebone Lane in London, which opened in 2018.

Koibird is a champion of emerging designers and is described on the Marylebone Village website as a "transformative, expressive and evolving retail experience that curates an exotic, beautiful and unique travel wardrobe" which "provides seasonal and curated pieces sourced from around the world".

Its founder and Creative Director, Belma Gaudio, told WWD that e-commerce hasn’t been working for the business, especially as it requires high marketing budgets with customers often comparing prices across websites on the hunt for a bargain. She believes "the boom in e-commerce has tired the customer out."

Posting on Instagram yesterday, 17 March, the retailer said: "We’re evolving! Koibird is shifting focus to in-store experiences, embracing the magic of discovery, curation and connection. As of tomorrow, our website will no longer be transactional, but a reflection of who we are and what we love. Last chance to shop online today!

"Get your orders in before midnight tonight – this is your final opportunity to grab your favourites before something exciting arrives tomorrow in-store. We can’t wait to share this new chapter with you".

Now flagged up on the Koibird website is KOI 11, described as its new in-store ‘nutrition café’ offering 11 "drinks and bites with benefits". There are herbal and adaptogenic drinks, elixirs and tonics, nutritious sweet treats, and a selection of ‘cult’ wellness products.