Nadine Merabi opens first pop-up shop as part of wider brand activation plan

Nadine Merabi has opened its very first store in the heart of London’s West End at 42 South Molton Street – the six-week pop-up is the start of an "activation plan" which will see the brand launching a selection of wholesale partnerships across the UK and US, as well as a series of pop-ups throughout 2024.

Open for the festive season, which is the brand's most in-demand time of year, the two-storey store offers Merabi's coveted ‘Heidi’ and ‘Cecille’ sequinned jumpsuits and ‘Luna’ mini dress, as well as its hero designs such as the ‘Darcie’ feathered pyjamas and ‘Kira’ suit. This is the first time consumers can interact with the brand outside of its website.

Merabi has been operating in the direct-to-consumer space for the past seven years but has ambitious plans for 2024 which will see it branch into wholesale and other physical activations across both the UK and the US.

The brand says it believes the quality of its accessible luxury pieces (a full-length sequin dress or jumpsuit retails for around £395 for instance) can be best experience in a physical store setting. In order to convey its story and brand aesthetic the brand has this year been investing in video to deliver a more luxury digital brand experience, and has been developing a strong social and content strategy.