UK’s first store dedicated to online fashion labels coming to Lakeside
intu has announced that Fashion House is to bring together nine digital brands at intu Lakeside in June of this year.
The brands will trade from an 8,500 sq ft 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.
Whyte Studio, Alice’s Lips, and Gina Bacconi have already signed-up, with other brands still in negotations to make the jump from clicks to bricks.
intu has said the store will give brands a new flexible lease that will allow it to offer opportunities to more emerging online brands when space becomes available.
intu will manage and operate the store, including staffing, store fit out and experiential elements.
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.
