As a fan of bricks and mortar shopping, I like to see brands doing things differently and Cerruti has done something bold with its newly relaunched Paris flagship boutique. Embracing brands with a similar sensibility, it now sells Philip Treacy hats, Frédéric Malle home fragrances and Pinel & Pinel trunks alongside its luxury tailoring. This sort of curated concept store only works if the mix is perfectly realised. Too many obviously similar brands and the result is blah and even damaging, but a clever, unexpected mix can increase footfall and create a buzz.
Wait, Selfridges to open a pop-up shop curated by creative director Alannah Weston, Elle Deco Editor Michelle Ogundehin and Paul Smith selling ‘forever favourites’ like Burberry trench coats and Levi’s 501s? Plus ‘well-loved’ books and Hermes scarves? Sounds like the retail version of those ‘top 20 fashion classics’ articles I’m always being asked to write. And the shop of my dreams.
Forever Shop opens in Selfridges Wonder Room, July 12th-Aug 15th 2010.
Breaking news! The unstoppable Net-a-Porter is set to launch a standalone mens site in January with Mrporter.com. It’s been years in the planning but the time is clearly considered right to capture the mens online shopping market. Net-a-Porter is on a roll. It recently launched its Denim Boutique and apparently has also bought the domain names Petit-a-Porter and Net-a-Beaute. Ex-site-ing!