LVMH-owned brand Fresh has opened a second London store on Monmouth Street in Covent Garden.
The 427 sqft store is located in the area’s Seven Dials – a cobblestone-paved luxury shopping district surrounded by hotels, theatres and many restaurants. It joins the brand’s existing store in the city which opened in 2005.
Jean-Marc Plisson, CEO of Fresh, commented: “This opening is part of Fresh’s continued UK expansion, signalling the exciting growth opportunity we see in the country. Since opening the Marylebone boutique in London ten years ago and recently launching our UK e-commerce platform and counter at Harrods, we are thrilled to bring our unique retail experience to Monmouth Street, forging the Fresh expression in this market.”
The new boutique has been designed in a similar style to the brand’s flagship in New York City’s Union Square. The store aims to provide an experience as well as a chance to shop, brining the brand’s iconic collections to life.
Elements of a bakery, library and an alchemist lab are all present within the store. For example, a custom-made chandelier made from glass bubbles is designed to look like molecules in a lab and an entire wall showcases custom-created artisan tiles adorned with Fresh’s signature sugar pattern.
In store experiences will include lip treatments at the Lip Bar, gift wrapping, love letter writing and the Sensorial bar featuring the brand’s beloved fresh scents. A best-sellers bar will also highlight the brand’s most popular products.
Fresh CMO, Lucia Perdomo-Ruehlemann, added: “Our intimate retail experience animates the Fresh pillars of artisanship, hospitality, apothecary and tradition in a warm, interactive setting. We are delighted to extend Fresh’s heartshare into a new neighbourhood and to welcome Monmouth Street to the global Fresh family.”
