Vanity Fair to open London flagship as part of international expansion drive

By

Anaïs Lerévérend

Translated by
Nicola Mira

Published
Oct 3, 2017

The international launch of premium French lingerie label Vanity Fair is in full swing, with retail expansion its first priority. As we reported, Vanity Fair opened a Parisian flagship in rue de la Paix in September. A store with minimalist interiors, entirely focused on putting maximum emphasis on the products on display, and which will soon be replicated in London, as the label has already inked a deal for its first UK flagship.

Vanity Fair introduced a new, very directional and clearly more upmarket approach with the Spring/Summer 2017 season. The revamp hinges on a retail strategy focusing on premium multibrand stores, department stores and the label's own showcase boutiques. Vanity Fair first opened a monobrand store in Sant-Tropez, followed by its maiden Parisian opening on prestigious rue de la Paix.

The 100 sq m store's concept will also feature at the London boutique, set to open in 2018 on the equally prestigious Bond Street, in a 120 sq m store right opposite Victoria's Secret. Vanity Fair will showcase all its collections there. The London opening will be the third of a series of 15 planned by the label in the medium term.

At the same time, Vanity Fair has entered the Le Printemps department store in France, as well as Hudson's Bay in the Netherlands and Kadewe in Germany, and is currently available with its lingerie and swimwear collections at over 300 multibrand retailers, including boutiques and department stores.

The label is also busy setting up its first e-store, expected for the middle of October. The new virtual showcase will provide a boost to its international expansion, supported by the advertising campaign for the autumn under the creative direction of Emma Wizman.

The label is part of French fashion group Vanity Fair Brands Europe (also the owner of Lou, Bestform and Variance), and its current expansion drive is fuelled by the Perceva investment fund, which acquired the group at the end of 2015 putting Joëlle Pellegrin in charge of the relaunch of all of its brands.