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Brief Published: 19 Feb 2014

Karen Millen Flagship to Include Studio

Extra
Karen Millen

UK fashion brand Karen Millen has announced plans to replace its existing shop in the prestigious London borough of Knightsbridge with a supersized version more than triple the size.

But the size isn’t the only wow factor: the flagship store will also feature a space dedicated to a working design studio, where shoppers can commission bespoke pieces. The ‘atelier’ will be located in the basement and will offer made-to-measure garments.

The brand has stated recently that it has been gearing itself towards the ‘accessible luxury’ market – a group of consumers with an especially enthusiastic appetite for one-off or customisable pieces. The demand for retail spaces that centre on customisation and creativity is explored further in our report Experimentation & Co-Creation in the Future of the Store Industry Trend.

The move also taps into the trend of retailers looking to design stores that offer a behind-the-scenes experience for shoppers – revealing the product journey and brand story through workshop spaces. For more, see Store Design Directions: Architecture, Materials & VM and Show & Tell Retail: Revealing the Product Journey.

This store will be the first one large enough to stock the brand’s entire range – in a bid not only to satisfy local shoppers, but also the expectations of international tourists.

The Knightsbridge store is part of Karen Millen’s expansion plan for 2014, which totals 40 planned openings, including a flagship on Fifth Avenue in New York, and its first outposts in Canada and India.

For more on the topic of customisation, see also YrStore Pop-Up: Digital Customisation, iSmash: Premium Tech-Customisation, and Indivijual: Custom Eyewear Online.

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