British retailer Cath Kidston has re-opened its flagship store located at 180 Piccadilly, London.
Open from 2 December, it will be the brand’s only high street retail store, following Cath Kidston’s brand transformation plans announced in October (see Direct Commerce news story).
According to the retailer, the store has been transformed to showcase the brand’s 27 years of British design and print heritage. The 7,040 sqft store, set across three floors, is themed around animating the ‘Home of Cath Kidston’.
Cath Kidston said it has seen a resurgence in home and kids categories as customers spend more time at home due to the coronavirus pandemic; sales in these areas currently represent 45 per cent of total sales.
180 Piccadilly will boast concepts focused on beauty & wellness, home entertaining, a bespoke haberdashery that offers home décor options and fabric by the metre, as well as a Christmas gift emporium.
Melinda Paraie, CEO at Cath Kidston said: “London is at the heart of our brand and we are thrilled to introduce the newly reimagined 180 Piccadilly to our customers, just in time for Christmas. We are confident that our customers will recognise and love the quality and craft of the products in a highly curated environment, relatable to today’s lifestyle.”
Visitors to the store can pick up exclusive items from the 180 Piccadilly Collection, designed to celebrate the global flagship, with a mix of new and vintage hand-painted prints on silk scarves, silk scrunchies, cushions and soaps.
Following the restructuring in April, Cath Kidston has realigned its cost base and structure to create an economically viable operating model as a digital first retailer, with eCommerce accounting for 85 per cent of the business.
Other transformation measures include streamlining Cath Kidston’s product range by curating content for customers and refining the offer to focus on key products and easier ways to shop.