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Mint Velvet launches at Bluewater

Womenswear brand Mint Velvet has chosen Bluewater for the launch of its first UK standalone store in a non-high street location.

GENERAL MERCHANDISE

Mint Velvet launches at Bluewater

The 2,200 square foot boutique, which is situated on the lower Guildhall opposite Reiss, stocks the brand’s latest collections, accessories and footwear.

Designed by retail design specialists Kinnersley Kent, who have worked with Mint Velvet since 2009, the store features the brand’s signature grey and evolves the design concept by bringing in a lighter, fresher palette. There are also new architectural features and filtering, and a dedicated shoe and accessory area with a separate bag display.

Liz Houghton, co-founder and chief executive of Mint Velvet, said: “This new Bluewater store is key to and reflective of our expansion strategy in the UK. The high quality location is fantastic, with significant appeal to our affluent customer base, whilst benefiting from a much wider catchment area.”

This news follows a strong year for Land Securities owned Bluewater with more than 20 fashion and premium brands opening in the last 12 months. These include regional debuts by Hackett, Anthropologie, Nespresso, Breitling and Tesla, as well as an upsized Next. Work to create a new 40,000 square foot statement store for H&M is also underway ahead of the opening this autumn.

Russell Loveland, portfolio director at Land Securities, said: “The opening of Mint Velvet, which will be followed by Michael Kors, LK Bennett and Jigsaw later this summer, is a very strong addition to Bluewater’s premium line-up and reaffirms our position as the first choice location in the South East for leading brands.”

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