- Huw Hughes
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The Sustainable Pop-Up has opened at 320 King’s Road in Chelsea.
The multi-brand concept will remain in the popular shopping location
until 17 August and will promote a more mindful way to retail, offering a
selection of luxury fashion with a sustainable edge.
The space aims to promote sustainable fashion by creating a space
focusing on customer service and education, and combining fashion with
industry experts, wellbeing mentors and influencers. The pop-up has also
been launched with an online offering, enabling greater flexibility.
“This has been a very difficult time for many businesses but it has
shone a spotlight on the importance of introducing more ethical practices
and working towards a sustainable future,” Isabella Broden, founder and
creative director at The Sustainable Pop-Up, said in a statement.
“We needed a strong trading solution that was flexible and responsive to
the post-pandemic world around us, bridging the gap between digital and
bricks and mortar retail. We have previously had two successful pop-up
tenancies on the King’s Road, it is one of our favourites and
best-performing locations so choosing the estate was an obvious choice. We
hope to resume business as usual and are optimistic about our timing.”
Meanwhile, clothing and lifestyle brand Vilshenko has upsized to a
1,298-square-foot unit at 336 King’s Road. The label is inspired by Russian
heritage and offers a range of feminine floral designs and homeware in
sustainably sourced fabrics. The store will feature four collections as
well as archived pieces with traditional Russian elements incorporated
throughout such as Russian dolls and traditional costumes.
Hannah Grievson, property director at Sloane Stanley, said: “We
understand the challenges many brands are going to need to overcome as we
slowly start to reopen our destinations and high streets.
“Pop-ups are celebrated within the estate allowing visitors to enjoy
seasonally appropriate retail as well as a refreshed brand offering, but
also pop-ups offer brands an accessible retail opportunity and exposure to
a diverse and engaged audience, which is even more important now than
ever.”
Photo credit: Aver PR
