Sophia Webster opens second store

By

Barbara Santamaria

Published
Jun 28, 2018

Sophia Webster’s second standalone store merges the online and offline worlds with instore iPads, Instagram worthy décor and an insights-driven approach.

Opened this week at Sloane Avenue, the space is a direct result of the learnings and success of the luxury footwear brand’s first London boutique. And, according to the brand, it is designed to take visitors on a journey of discovery, where they can explore the products and build a personal relationship with the brand whilst enjoying digital elements such as sharing wishlists and selecting delivery.

With 1,500 sqaure feet of space split across two floors, the new store is a luxury destination. Sophia Webster’s latest shoe collections are showcased on the ground floor alongside styles that are exclusive to the Sloane Avenue store, its growing handbag line, bridal and Mini. A series of iPads give customers access to the brand’s e-commerce offering.

The carefully-curated experience is taken downstairs, where the British brand will host by-appointment beauty treatments including manicures, pedicures and blow-dries, as well as dedicated bridal appointments and intimate customer events.

“I wanted to design a store for how I think our clients will want to shop and what I’ve already learnt from her. 50% of sales at our Mount Street boutique are now taken online, the intimate experience of coming instore and trying our products is just as important as the breadth of choice and ease that comes with shopping online,” says Sophia Webster about the new store.

“We are here for the client, from the initial thought process behind a design to how she feels when she first steps out in our shoes, I want it to be a memorable and seamless experience from start to finish.”

In addition to the in-store services and digital features, an opulent art-deco inspired interior targets the brand’s 1.1m following with bespoke lounge furniture, a feminine colour palette and quirky elements such as flamingo-shaped chandelier and a neon butterfly.