Victoria Beckham confirms debut store
Victoria Beckham will open her first standalone shop on London’s Dover Street in the autumn of 2014, as she reveals she’s putting focus on the US market
Victoria Beckham has confirmed that she will open her eponymous brand’s first bricks-and-mortar store on London’s Dover Street in the autumn.
The designer has hired architect Farshid Moussavi, whose previous projects include the Olympic Park, to revamp the 7,000 sq ft, three-floor space, which sits opposite famed conceptual fashion store Dover Street Market. Plans include “drilling a massive hole through the middle” of the building’s interior, Beckham told WWD .
“I think the time is now because I know my customer,” she commented; her brand is now five years old.
“It’s young and cool,” she said of the location. “There are great galleries in the area. There’s Dover Street Market directly opposite of us, which is not a bad thing.”
The debut store will be home to all the collections that fall under the Victoria Beckham umbrella: Victoria Beckham, Victoria Victoria Beckham, denim, optical and accessories.
Beckham is also celebrating the appointment of a New York office, which was announced in November 2013. The US outpost signals her determination to focus on American market.
“I’m taking my business very seriously… To take it to the next level, I need a team on the ground living and breathing everything here in America.”
Of her high-fashion label, the former pop star believes it’s her determination that’s made it a success: “I did believe in creative visualization and I always had high hopes. I believed what I was doing and I think I have a strong point of view. I always hoped. I like to look at the big picture and I like to build things in the right way. I never went into this thinking that it would be a flash in a pan.”