Minka Dink joins the latest wave of King's Road pop-ups

Minka Dink joins multiple fashion and lifestyle brands, which will be taking over 10,000 sq ft of curated pop-up space over the next couple of months on King’s Road.

London-based womenswear label Minka Dink is returning for the third time to King’s Road, opening a 1,728 sq ft unit at 324–326 King’s Road from 21 March until 4 May.

The brand made its debut in the area last March, and returned again with a festive pop-up in December. Born in the early days of lockdown with nothing more than a sewing machine, a few zips and two metres of fabric, Minka Dink began life as a passion project for then-university student Minnie Royden, and is now one of the UK’s most exciting fashion start-ups.

The address will then be taken over by jewellery brand Bijoux De Mimi for four months, from 6 May to 16 September. Well-liked by Gen Z consumers for its colourful pieces, the brand has also returned again after opening a number of pop-up locations in the area and is one of Sloane Stanley’s "most successful retail stories to date", according to the landowning estate.

Its founder, Amelia Hitchcock-Merritt, said: “King’s Road has become such a massive part of the Bijoux DNA. There is honestly nothing like the buzz of seeing thousands of our customers queueing up for our pop ups. This longer summer residency is our biggest moment yet. We can’t wait to see our community back together in our London home!”

Last month, Hitchcock-Merritt spoke to TheIndustry.fashion about its strategic rebrand and website relaunch as the five-year-old brand aims to reposition itself for an older Gen Z audience.

Bijoux De Mimi

Down the road, even more pop-ups will be launching. Known for its luxury shearling coats and reversible pieces, UK label Stoned & Waisted has opened a pop-up space nearby at 340 King’s Road from 12 March to 25 March. The space will then be taken over by emerging fashion label Lexy London until 21 April. Almost immediately after, from 24 April, designer label Louise Gillard will open her doors to showcase her contemporary take on womenswear until 8 May.

"We’re proud that so many independent brands continue to choose the Sloane Stanley Estate as the place to launch, and relaunch, their physical retail journey," said Hannah Grievson, Property Director at Sloane Stanley.

She added: "Pop-ups are more than short-term shops, they’re strategic brand moments. Many of our tenants return year after year because our location, leasing flexibility and hands-on support help them connect with new customers and refine their bricks-and-mortar propositions. This season’s programme exemplifies our commitment to championing independent retail and fostering the next generation of retail innovators."