Fashion and homewares specialist Cath Kidston is to open a new flagship store in London’s Piccadilly, it has been announced.
Opening later this year, the 7,070 sq ft store will be fully operational within the brand’s 20th anniversary year and seeks to realise the “home of modern vintage” concept for which the retailer is renowned.
Located in the old French Railway building beside Fortnum & Mason, the store hopes to attract both Londoners and tourists alike, building on Cath Kidston’s reputation as an international retailer.
Cath Kidston has already opened stores in Shanghai China this year and rolled out its concessions across Spain’s El Corte Ingles department stores and this latest expansion is set to strengthen its bricks & mortar portfolio further.
Anthea Harries, Portfolio Manager at The Crown Estate, the superior landlord of the property which is developing the Piccadilly area as an extension to Regent Street, welcomed the plans.
She commented: “We are delighted to welcome Cath Kidston to St James’s, where they will be opening their unique London flagship store in this special part of London’s West End – an area perfectly positioned given its iconic British status and global appeal.”
Providing a “unique shopping experience”, the new flagship incorporates retail and theatre and will feature vintage furniture in a nod to the Founder’s first store which offered an interior design service while selling second hand furniture.
Operating across three floors, the store will offer a theatre space to host events, talks and workshops, a mezzanine space offering exclusive products and a basement housing Cath’s Café, which is set to open in early 2014.
The retailer is also considering launching a wedding list service at the store as well as VIP shopping, hotel delivery and a click & collect area.
Cath Kidston’s CEO Kenny Wilson said that the launch was a strategic move to entice international shoppers, commenting: “The launch of our London flagship is an exciting step in our strategy for growth in the UK and internationally.
“Being able to open our biggest ever store in our 20th year marks a very significant and celebratory time for the Cath Kidston brand.
“London is the right location for our flagship as it is where our brand originates from and it is a key global city both for UK and international customers.
“We chose Piccadilly as the best location for our flagship because it is a destination and the perfect place to highlight our brand to the world.
“We are taking everything we know our customers already love about Cath Kidston stores and building that into a new retail concept that will brighten up our customer’s day and showcase our brand.”