Guest Post: Victoria Beckham to Open 1st Store in London
Victoria Beckham has revealed that she will be opening her eponymous brand’s debut store this autumn, in London’s exclusive Dover Street, as well as her plans to concentrate on the American market.
The space, which is opposite Dover Street Market, will open in November and will be designed by award-winning architect Farshid Moussavi. “Dover Street is young and cool,” Beckham said of the location, speaking to Women’s Wear Daily. “There are great galleries in the area.”
The 7,000 sq. ft. premises will be spread over three floors, and plans include a conceptual interior design as well as a hole being drilled through the middle of the building to link the floors.
While already available online and in selected department stores, Beckham’s inaugural store will be home to all that the Victoria Beckham umbrella encompasses: bespoke Victoria Beckham, the diffusion line Victoria Victoria Beckham, the denim range, optical and accessories.
Launching your own store in the fashion industry means you’ve finally made it and this development comes only five years after Beckham debuted her S/S collection at New York Fashion Week in 2008.
Revealing only a hint of what her clientele can expect, Beckham said: “I think the time is now because I know my customer. It will be the first time that the people will really be able to see the brand through my eyes. Moussavi is a woman who loves fashion as well,’ she added. ‘She has quite a conceptual eye, which I like.”
Beckham also continues to set her sights on conquering the American market, the brand’s biggest buyer after Britain. According to British Vogue, the designer has secured a New York office in the suitably fashionable Chelsea district to cater to the needs of her, and encourage new, American clients. “’I’m taking my business very seriously. To take it to the next level, I need a team on the ground living and breathing everything here in America.”
By Clarissa Waldron