Little Mistress, a noted online womenswear brand, is expanding into physical retail with pop-up stores in London.
- The brand aims for high-visibility sites to boost physical presence.
- Mark Ashton, founder, stresses the importance of in-person engagement for brand impact.
- Upcoming year to see a strategic balance between online and physical retail.
- Flexibility and right deals are key in securing short-term retail spaces.
Little Mistress, known for its award-winning womenswear, is embarking on a strategic move to enhance its physical presence by opening pop-up stores in high-traffic locations across London. As an established online brand, Little Mistress recognizes the necessity of engaging with its customer base in a tangible retail environment.
Mark Ashton, the founder, articulated that merely conveying brand essence through digital channels is challenging. He elaborates, saying “It’s difficult to fully convey that message when trading from a screen.” Therefore, the initiative to launch pop-up stores is seen as a crucial step in bridging this gap, thus allowing customers to interact directly with the brand’s offerings.
Over the next twelve months, Little Mistress intends to focus on creating a harmonious balance between its digital operations and physical retail strategy. By doing so, the brand aims to showcase its range more effectively, leveraging the advantages of both online convenience and the immersive experience of physical shopping.
The brand is in pursuit of short-term leases in areas “in and around London,” emphasizing the need for flexibility and the right commercial deals. Ashton underlined the importance of mutually beneficial agreements, highlighting, “We are ready if the landlord takes a view on how we can all profit from this project.”
Since its foundation in 2010, Little Mistress has operated as a direct-to-consumer entity and has collaborated with various media personalities, thus bolstering its presence in the competitive fashion industry. The brand’s acquisition by Poeticgem, a part of the PDS Group, has further streamlined its design and distribution capabilities globally.
Little Mistress is strategically expanding its physical footprint in London, enhancing brand interaction and visibility.
