Zimmermann's first European store opens in London

Zimmermann has opened its first European store on London's Bruton Street, Mayfair, today.

The Australian womenswear brand collaborated with Australian architect Don McQualter on the design of the two-floor store, which is its 24th globally. In keeping with the brand's aesthetic the interior is fresh and light to convey an image of "endless summer".

Famous for its swim and resort wear, the brand was founded by sisters Nicky and Simone Zimmermann in 1991. It now has stores in the most prestigious shopping destinations around the world, including flagships on Melrose Place, Los Angeles and Mercer Street in New York. Further stores in Miami and New York's Meatpacking district are due to open by the end of the year.

Nicky Zimmermann said opening a store in London had been something she and sister Simone had "wanted to do for as long as I can remember". "We have spent a lot of time in London over the years and like so many Australians, we have such a close bond with the city and have so many great friends here. The opportunity to present both our ready-to-wear and swim collections in our own space allows us to tell the Zimmermann story in our own way," she said.

In tandem with the store opening the brand is also launching a new European ecommerce platform that includes express shipping to the UK. Its recent Zimmermann x Cutler & Gross sunglasses collaboration will also be available at the new store, which is situated at number 23a Bruton Street.

Located just off Bond Street, Bruton Street is also home to other high-end brands such as Isabel Marant, Stella McCartney, Temperley London and Diane von Furstenberg.