Latin American fashion etailer Blaiz to set up permanent store on King's Road

Blaiz, the etail platform dedicated to Latin American fashion, is to set up a permanent store at 227 King's Road following the success of its pop-up store in the same location.

The 2,485 sq ft boutique is due to open its doors in February and will be the etailer’s first permanent bricks and mortar store. Designed by a leading Greek design company, it will aim to capture South American "freshness and finesse".

Founded in the UK by Stephanie Margaronis Mordehachvili, a Greek-Brazilian by origin who previously forged a career in the financial world with investment expertise in retail, Blaiz is a platform for the best in Latin American fashion.

It has gained a celebrity following including influencer Rocky Barnes and Made in Chelsea’s Millie Mackintosh and offers South American inspired fashion, swimwear, accessories and jewellery. It aims to bring to its clients the best designers from the continent, on an exclusive basis.

“Following the huge success of our previous pop-ups within the Sloane Stanley Estate we are so excited to be announcing our first permanent physical boutique on The King’s Road. From here we will offer excellent craftsmanship and stunning designs for fashion lovers, that share our passion for beautiful Latin American clothing," Margaronis Mordehachvili said.

"The international feel of our brand is a perfect match for the diverse nationalities that the King’s Road attracts. Furthermore, we will be debuting certain South American inspired experiences in-store, so that our customers have the complete Blaiz experience,” she said.

The Sloane Stanley Estate covers 10 acres of residential and commercial properties on the King’s Road and Fulham Road and is one of the oldest landowning estates in London having been founded in 1717. Commenting on the news, its commercial property manager Hannah Grievson said: “Blaiz is a very exciting permanent addition to our tenant mix as we consistently look for exciting designers and entrepreneurs that will add to our distinct and vibrant offer. As a reputable brand that has caught the eye of the fashion world, Blaiz appeals to the King’s Road shoppers who flock here for a premium fashion experience and to enjoy the best of Chelsea.”