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The Dayrooms opens in Notting Hill

Lauretta Roberts
24 November 2016

The Dayrooms, which only stocks fashion and lifestyle labels from Australia, has officially opened its new bricks and mortar store in London's Notting Hill.

The business, which was founded by London-based friends Aytan Mehdiyeva and Zumrud Mammadova, stocks an array of premium brands such as Alice McCall, Donna Ida, Finders Keepers and Seafolly. Until now it has only operated online.

The pair decided to launch the e-store and the complementary bricks and mortar presence - the 1,400 sq ft store is based at 237 Westbourne Grove - to give London shoppers access to the brands without the heavy shipping costs from Australia. Having a physical store was also an attractive proposition for the brands to buy into, Mehdiyeva told WWD.

"One of the main reasons why brands came on board is because of the store. They were enticed by the idea of being part of London’s first Australian store. Online is very important for us too, as it’s very difficult for most of Europe to place orders from Australia, so we are targeting a very broad audience," she said.

The Dayrooms was officially inaugurated with a party last night that was attended by celebrities and fashion industry VIPs including Lottie Moss, Amber Le Bon, Caroline Flack, Olivia Grant and Paul Sculfor.

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