Has made a foray into physical retail with the inauguration of her first flagship store on South Molton Street in central London. This flagship, operational for the festive season, is a precursor to several planned pop-up stores in 2024 as part of the brand’s strategic retail expansion.
The two-story debut store showcases an exquisite partywear selection from the AW23 collection, featuring coveted pieces like the ‘Heidi’ and ‘Cecille’ sequinned jumpsuits, the ‘Luna’ minidress, along with signature designs such as the ‘Darcie’ pyjamas and ‘Kira’ suit. The store’s intentional monochrome and minimalist aesthetic accentuates the luxurious products, with a glass-fronted design offering a sleek and modern ambiance. Additionally, displays highlight key looks from the brand’s ‘Million Dollar Moments’ campaign, including the ‘Selena’ jumpsuit, ‘Josie’ minidress, and the ‘Adriana’ gown.
This venture into physical retail aligns with Nadine Merabi’s strategy to provide customers with an in-store experience, fostering a sense of community and brand advocacy. While plans are in place to launch wholesale partnerships in the UK and US next year, the brand’s digital format remains a cornerstone of its success. Emphasizing accessibility and luxury, the brand has invested in video content and a robust social and content strategy. Notably, the brand experienced its most significant period in history in November, with strong growth anticipated through the year’s end.