Bravissimo opens Welsh flagship store
Fresh from news that it’s opening a US e-store, UK lingerie specialist Bravissimo has opened a regional flagship at the major St David’s mall in Cardiff, Wales.
The mall is one of the UK’s premier retail and leisure destinations and the new store, which sees the brand relocating within the centre, covers two floors and nearly 4,000 sq ft.
Designed by the brand and Four by Two, the store carries the label’s full collection including its own-brand lingerie specialising in larger cup sizes, swimwear and other clothing, alongside an assortment of intimates and swimwear from other major brands.
The company has 28 UK stores and having just launched its US e-commerce site also said it is looking to open its first physical store in the US “as soon as we can”.
Bravissimo founder and CEO Sarah Tremellen, said the company has built up a loyal customer base over the last decade at its store in St David’s Queens Arcade, so an expansion at St David’s makes good commercial sense.
The store is on the upper level of the Grand Arcade, in a strong position close to John Lewis. That position is a coveted one as the John Lewis branch is its largest outside of London and it’s a major draw for shoppers. The mall also has a Debenhams, an M&S and 200 other stores and leisure locations, making it the key regional shopping destination.
The mall’s landlord, the St David’s Partnership, which is a joint venture between Landsec and Intu, has been actively targeting big names for the centre but is also seeking to boost the mix between leisure and retail to give shoppers more reason to abandon their screens and visit physical stores.
That strategy means it has a strong mix of national and international fashion names such as H&M, Primark, New Look and River Island, with premium brands and independents like Hugo Boss, Radley, Vivienne Westwood and Jo Malone.
The leisure options include Jamie’s Italian, Wagamama and Wahaca. Caffè Nero has just opened there and there will be a Byron hamburger restaurant this summer.
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