Coast opens first UK flagship store
The £1 million flagship is part of the brand's strategy to capture a larger share of the growing occasionwear market and to strengthen its position as the only contemporary occasionwear specialist on the high street.
At more than four times the size of a traditional Coast store, the new store will be a showcase for the brand, with the opening timed to benefit from the increased footfall expected during the Olympic Games.
Coast, part of the Aurora Fashions Group which also owns Oasis and Warehouse, plans to roll the store concept out to key regions in the UK and overseas, beginning with Manchester, Dubai and Abu Dhabi. The Middle East is one of the fastest growing markets for the brand, where there are plans to open over 20 new stores across the region by 2015.
Designed by product and interior designer Lee Broom, the new 6,000 sq ft store will feature the Coast collections as well as giving customers access to exclusive vintage pieces. It will also offer the brand’s bespoke service proposition, Coast by Appointment, aimed at groups of friends who are looking to buy outfits for a special occasion.
As part of the service, customers will be able to book their group appointment online, notifying a dedicated occasionwear specialist of the nature of their event and selecting an advanced wish-list of items to try on. There will also be one-to-one appointments available for those customers looking for a more tailored shopping experience.
Margaret McDonald, managing director of Coast, commented: "With the eyes of the world on London right now, I can’t think of a more perfect time to open the doors of our new flagship store on one of the country’s most iconic shopping streets.
"Despite facing ongoing financial pressures, our customers are determined to continue looking great for a big occasion. We’re proud to be responding to this demand with a unique store environment and service experience that turns shopping into an occasion in itself."
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