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Odd Muse returns to The Yards only a month after brick-and-mortar debut

Chloe Burney
31 May 2023

After immediate success with its debut pop-up shop at The Yards, Odd Muse, the slow-fashion e-tailer, has made its grand return to brick-and-mortar with a second temporary retail location.

Returning to the same retail spot, 4 Slingsby Place, the 3,000 sq ft space will be open and running until mid-July. It showcases several of the brand’s womenswear lines such as the sleeveless styles collection, ultimate muse and pre-spring designs.

Simon Taylor, Property Director at the Mercers’ company, commented: "As well as adding something unique to our retail portfolio, we are always delighted to provide retailers a space to enjoy those first bricks-and-mortar experiences in our prime location as one of the most thriving and busy neighbourhoods in London.

"The return of Odd Muse is a significant vote of confidence in the destination, and there is no doubt that its success won’t be replicated for a second time around."

Founder Aimee Smale launched Odd Muse in September 2020, after leaving a two-year career in the buying office at ASOS. With her label, the aim was to bridge the gap between fast fashion and unattainable luxury.

Just three months after its launch, the company hit six figures. Since then, in the short span of two years, it has turned over seven figures and boasts a social reach of over 350,000 people.

Aimee Smale, Founder of Odd Muse, said: "The Yards has been a fantastic location for us, marking a key part of our brand journey as our first bricks-and-mortar space and after a successful first pop-up, we’re so glad to be back here and trading again.

"As an online-based retailer, it’s exciting when we get the opportunity to be up, close, and personal with our consumers, build new relationships and stress the importance of investment fashion. Our design and feel of the brand are very much reflected in this premium destination, and we’re pleased to be a part of this diverse community until July."

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