British lifestyle brand returns with new flagship Piccadilly, London store; ‘experimental’ concept to showcase the brand’s 27 years of design and print heritage with emphasis on home and kids.
The Cath Kidston brand has returned to the high street, with the British lifestyle property re-opening its flagship Piccadilly, London store.
The retailer closed all of its 60 UK stores in April, after administrators failed to find a buyer, and has been restructured to operate as a digital-first retailer, with e-commerce now accounting for 85% of its sales, reported Fashion United.
The Piccadilly store will be the brand’s only high street outlet and will be an ‘experimental’ concept to showcase 27 years of design and print heritage.
Set over three floors, the 7,040 square foot space is themed around animating the ‘Home of Cath Kidston’ and includes dedicated areas ‘reflecting consumer demand and the brand’s status as a gifting destination’.
The brand said that emphasis would be placed on its home and kids categories, as it has seen a “resurgence” in demand due to customers spending more time at home due to the coronavirus pandemic. These categories currently represent 45% of total sales.
Licensed collaborations are also likely to feature – Cath Kidston has enjoyed successful partnerships with Disney brands including Winnie the Pooh, 101 Dalmatians, Mickey and Minnie Mouse among others, as well as a popular Peanuts collection.
“London is at the heart of our brand and we are thrilled to introduce the newly reimagined 180 Piccadilly to our customers, just in time for Christmas,” said Melinda Paraie, chief executive of Cath Kidston. “We are confident that our customers will recognise and love the quality and craft of the products in a highly curated environment, relatable to today’s lifestyle.”
180 Piccadilly will also place a focus on beauty and wellness, plus home entertaining, and will have a bespoke haberdashery as well as a Christmas gift emporium.