Louis Vuitton has today unveiled a new concession store at Selfridges in London.
The new quaintly-named “Townhouse” store is roughly eight times larger than Louis Vuitton’s previous Selfridges concession, which was often criticised for being over-crowded, small and commanding long queues.
By contrast, the new “Townhouse” will sell luxury fashion products across three floors, with leather goods and accessories on the ground floor, men’s ready-to-wear items on the first foor and women’s ready-to-wear items on the second floor.
Selfridges managing director, Anne Pitcher, told Business of Fashion: “The new lift alone is a wonderful example of how exciting the customer experience is going to be… The Louis Vuitton Townhouse is, ultimately, a true testament to our on-going commitment to be pushing the retail boundaries to constantly amaze and surprise our customers”.
Designed by French-born interior designer Gwenaël Nicolas, the Louis Vuitton Townhouse no longer has a “bag bar”, which has been a key feature in Louis Vuitton stores in recent years. Instead, Louis Vuitton has adopted a much more lounge-like atmosphere and has provided seating areas for its customer. Sales associates equipped with iPads have also been introduced for a more personal experience.
Earlier this month, Nicolas Ghesquière was appointed as the new women’s design director for Louis Vuitton after the departure of Marc Jacobs in October.
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