The shop-in-shop officially opened on Monday, February 18, 2019. “Given our strong partnership with Selfridges we are thrilled to be able to better serve the London customer with an expanded assortment in a new, dedicated Vince shop,” said Craig Samuelson, Vice President, International, Vince. “Additionally, we believe the shop design, which evokes the coastal inspiration of our Pacific Palisades flagship store, will resonate with shoppers, resulting in a more meaningful brand experience.”
Spanning approximately 500 square feet – a four-fold increase in brand representation – the new Vince shop-in-shop opened with an assortment of women’s apparel from the Pre-Spring and Spring 2019 collections. Designed by Creative Director Caroline Belhumeur, the Spring-forward collections honor the casual luxury and relaxed spirit of the Vince California lifestyle.
“Vince has long been an anchor to Selfridges’ Casual and Denim collections and a go-to for our customers seeking out wearable and luxurious staples,” said Lydia King, Director of Womenswear, Selfridges. “We are delighted to collaborate on a first boutique in our Oxford Street store, offering an understated and typically Californian environment in which to shop Vince ready-to-wear.”
The shop-in-shop was designed to reflect Vince’s understated, California-inspired aesthetic and features a neutral color palette, custom plant installations and mid-century modern décor. The space, which faces South overlooking Oxford Street, offers shoppers a luxurious, yet serene shopping experience, mimicking the overall feel of Selfridges’ interior design scheme.
Vince joins brands such as Nili Lotan, James Perse and Rag & Bone, already located on Selfridges’ third floor.
