Fashion and homewares specialist Cath Kidston has opened a new pop-up store at Heathrow’s Terminal 5 to supports its international growth strategy, it has been announced today.
Open for four months, the pop-up is the retailer’s second unit at the London airport and follows the likes of Jack Wills as airport retailing proves a popular strategy for traditional British fashion brands.
Featuring “easily transportable products”, the 396 sq ft unit has a vintage feel thanks to fixtures and fittings while also drawing on modern travel staples to entice holidaymakers.
Popular travel bags are displayed on a rotating carousel while vintage suitcases and trolleys have been transformed into display tables, emphasising the quirkiness of the fast-expanding brand.
Last month, Cath Kidston CEO Kenny Wilson told Retail Gazette that the brand is focused on expansion into Asia as consumer appetite in the region for quintessentially British products grows and Chris McKendrick, Commercial Director at Cath Kidston, explained that the latest move hopes to capitalise on that.
He commented: “The brand’s growth in Asia shows us that Cath Kidston really resonates with international customers, so having a store in T5 was an obvious choice for the brand’s newest ‘travel’ store.
“The shop offers travellers a last chance to take a bit of quirky British style home with them, whether it’s a souvenir or a gift for friends and family.”