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Online fashion and lifestyle brands pop up on the King's Road

Lauretta Roberts
09 May 2018

A host of online fashion and lifestyle brands have opened pop-up shops on Chelsea's King's Road this season, including Rich Fashion which has made its first venture into bricks and mortar with a store at number 320.

Founded by Ilona Rich, Rich Fashion fuses modern art using unusual fabrics and colours with hand-drawn illustrations designed into every day, wearable prints.

“For my first bricks and mortar pursuit, location and community were key and so the fashionable and iconic King’s Road was an ideal spot. I am hugely excited to bring my brand to this dynamic community and watch it grow from a thriving online business into a physical retail pop-up,” Rich said.

Rich's store is joined by two additional pop-ups; lifestyle store Ville & Campagne and children's clothing store Four Fairies & A Prince. Based at number 340 Ville & Campagne's store, which sells its range of lifestyle products such as hand-made embroidery and decorative ceramics, is its third venture into bricks & mortar. Dutch and Scandinavian childrenswear retailer Four Fairies & A Prince is back for the fourth time.

The King's Road forms part of the Sloane Stanley Estate, one of London's oldest estates, which has developed into a 10 acre holding of residential and commercial properties on the King’s Road and Fulham Road.

Speaking on behalf of the estate, commercial property manager Hannah Grievson said: “Four Fairies & A Prince is a great example of a successful recurring pop-up, leading the way for other brands to join us after trading successfully online. The vibrant and historic King’s Road is the perfect location for online retailers to gauge the appetite for a bricks and mortar store. We’re confident Rich Art Fashion will attract the attention of the Chelsea crowd after making their mark online.”

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