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Rails opens second UK store in Notting Hill

Jeremy Lim
13 April 2022

Global lifestyle brand Rails has expanded its London retail presence with its second store opening in Notting Hill.

Located on 173 Westbourne Grove, the 1,000 sq ft space houses both womenswear and menswear

Designed to reflect the Los Angeles-based brand’s Southern California heritage, the Notting Hill store features large windows and luxury landscaping with modern furnishing and fixtures.

The new store opening comes after successful opening of its Covent Garden flagship store in February, which saw Rails's most successful weekend to date this year across its stores globally.

Jeff Abrams, Founder and Creative Director of Rails said: "While many brands in our space are backing away from physical retail, we’re investing in bricks and mortar with a long-term view that the in-person shopping experience remains integral to brand growth and success.

"Our London stores sit in key neighbourhoods ripe for brand discovery and customer acquisition, while providing an extensive product assortment for existing customers. We’ve created an experience where our customers can build a deeper emotional connection with Rails, and follow us on our global journey."

Abrams recently spoke to TheIndustry.fashion about the brand's new London stores and its "secret sauce".

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