There’s few things My Retail Media loves more than a great launch party- especially when it’s a Burberry one to celebrate a brand new (and very local) Burberry Brit store in Covent Garden last night.
Packed with bright young British things, Burberry Brit officially opened its doors to the brand new 10,000 store with champagne, canapés and of course party host and chief creative director Christopher Bailey.
Wall to wall plasma screens mean the Covent Garden store is Burberry’s most digitally innovative space in London, finished with UK-sourced metallic and mirrored materials.
“We are really excited to open our first Burberry Brit store in London,” said Christopher Bailey. “We have had great feedback from our Brit stores around the world, so it felt right to open the biggest Brit store in our home city.”
With seven other Brit stores worldwide, Burberry is truly a global phenomenon, although if the crowd from last night’s party is anything to go by, their homecoming could be the one to beat.
According to CEO Angela Ahrendts the luxury goods brand sees London at the centre of its store portfolios and will be boosting its presence in the capital. Burberry is certainly not one to rest on its laurels. With the opening of their Burberry Brit store on Friday along with the acquisition of a former Habitat store on London’s Regent Street announced earlier this month, you’d be wrong in expecting a few days off from the label. Now Burberry is reportedly eyeing the Olympics as a perfect excuse to reinvest back into their London store portfolio, seeing the city as its “greatest flagship market.” According to chief executive Angela Ahrendts, the Olympic events have spurred the company’s decision to boost its London presence. It is thought the brand are planning an even bigger move to boost its profile in the capital, and Ms Ahrendts is already convinced a new flagship would be “the greatest thing that has happened to London for a long time,” adding, “I think it’s time that we aggressively reinvest in London – our real estate footprint and our brand footprint. Last time I looked there was a big thing called the Olympics coming and they are inviting millions of people into the town,” said Ms Ahrendts, who did not say how much will be invested.“We have been investing in flagship markets all over the world, and... we feel that the time is appropriate now to start re-investing in London,” Speaking earlier in the week at Burberry’s Beijing opening, Ms Ahrendts was keen to posit Britain at the heart of Burberry, and spoke of how vital the British aspect of the brand was:“All the music we use is British, all the models are British, the design team is 80pc from British design schools like St Martins. It is the attitude. We are selling the British attitude all over the world.”Although Burberry’s European market only makes up for a third of sales, the brand holds Britain as the key to its success in the global market.
The historic fashion house will open its first UK based Brit line store on 15 April.Having caused a storm in both its New York and Milan stores, Burberry Brit will finally launch on more familiar turf, with its Covent Garden store opening next week.Never to do anything by halves, Burberry Brit will showcase chief creative officer Christopher Bailey’s new design concept for the stores. As well as live music performances, the store will also host a high-tech video wall which will broadcast trends straight from company headquarters. iPod docks stationed around the store will allow customers to chose their own soundtracks while they shop the collection.Stocking menswear, womenswear, eyewear, watches and perfume, the boutique will represent a younger, more relaxed vision of the much revered Burberry brand.
Luxury retailer opened its doors to Bleecker Street yesterday with a new Burberry Brit store designed by Christopher Bailey. It’s no surprise the British institution are keen to break into the Downtown market, as the place is now a hot house of antique shops and designer brands, a magnet for fashion savvy younger shoppers. As the fashion house’s more casual line, Burberry Brit will focuses on tailored basics and denim pieces. Right at home on New York City’s third most expensive retail strip, Burberry Brit arrives as a two-level 4,150 square-foot store, holding men’s wear, women’s wear, fragrances, timepieces and eyewear.
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