Intu is set to launch the first UK store dedicated entirely to fast-growing online fashion labels. Launching at intu Lakeside in June, Fashion House will bring together nine digital brands including Whyte Studio, Alice’s Lips, and Gina Bacconi. They will trade from an 8,500ft² store, which will host a catwalk, new retail technology, including a selfie-mirror that will encourage social sharing, a DJ booth, and a VIP personal stylist service. The company will manage and operate the store, including staffing, store fit out and experiential elements, providing a space that will enable new entrants to physical retail to succeed.
Rebecca Ryman, customer performance director at intu, said: “This is a great and unique way for disruptive fashion brands to expand into bricks-and-mortar at minimal risk whilst also delivering key elements of our strategy to sharpen our focus on our customers and transform our centres. intu gets to showcase new brands with strong social media followings and brand ambassadors, bringing more of the next generation of fashion-conscious shoppers to intu Lakeside. We will help these brands to curate their trading areas, while also creating an amazing experience for visitors, bringing a little bit of magic into physical retail. This will include impromptu DJ sets; fashion shows and new technology that will let our visitors tap into their social networks as part of their retail experience.”
