Growing Sézane to open London store next week
today Aug 29, 2018
Hot French label Sézane opens its first UK store next week with a debut in London that will be only its third store globally. Expectations are high from the store with the buzz around the label reaching fever-pitch in Britain and plenty of positive advance publicity ahead of the opening.
The cult Parisian label will open in Westbourne Grove, Notting Hill, after having also launched stores in Paris and New York as it moved from its origins as an online-only brand into a multichannel one.
The company was started 14 years ago Morgane Sézalory as an eBay secondhand shop and has since evolved into a contemporary line of French staples alongside monthly updates of on-trend pieces that tend to sell out fast.
It has found a strong niche in the premium segment with relatively affordable price points (around £100 for dresses, coats for less than £300, ankle boots for under £200, or £150 for leather bags) and describes itself as offering “affordable luxury”.
Sézalory told The Standard that she expects strong sales at the UK location for its leopard-print ankle boots, a floral printed shirt and a classic camel Crombie coat. She also said that “all our blouses” are big hits among UK consumers.
The London opening comes after an earlier successful pop-up experiment in South Molton Street and after the company gained a new minority investor, US-based firm General Atlantic. That investor also has stakes in Tory Burch and Authentic Brands and specialises in businesses seeing fast growth.
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