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New & Lingwood launches Marylebone concept store

New & Lingwood has opened a new concept store on London’s Chiltern Street. The Marylebone shop adds to the brand’s Jermyn Street store in the capital…. View Article

FASHION

New & Lingwood launches Marylebone concept store

New & Lingwood has opened a new concept store on London’s Chiltern Street.

The Marylebone shop adds to the brand’s Jermyn Street store in the capital.

In a statement, New & Lingwood said the new shop will play a significant part in the continuing evolution of its ranges and customer experience.

During the past year, New & Lingwood has adapted its offering to reflect customers’ rapidly shifting lifestyles due to the pandemic. The new shop will stock a curated collection of styles centred around  loungewear pieces and relaxed tailoring as well as new product concepts. It will also house a limited release of its iconic dressing gowns in women’s silhouettes.

Commenting on the new store, New & Lingwood chief executive Freddie Briance said; “We want to keep experimenting with our physical presence and smaller concept stores allow us to convey the magic of our brand and the craft of our product in a very different way.

“The neighbourhood spirit of Chiltern Street felt like a natural progression in London and presented an opportunity for us to introduce our future vision and test new products with a new audience as well as servicing our existing clients in a fresh way. It will feel different to our other locations, but still connected through the energy of the product and the details that reference back to our heritage.”

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