The Offline Store

Prescilla Carluccio, sister of Sir Terence Conran, has opened a store that she hopes can’t be replicated online. She admits that many bricks and mortar stores should be replaced by electronic retail because of the poor experience that they deliver – but, as she tells the FT, she wants to create a store with a sense of surprise:

“Retailing has become boring. Everybody seems to be profit driven and is chasing price point so they’ve lost the point of what a shop should really be. I think that in a good shop customers should be enormously comfortable, they should have a great time, there should be impeccable service and always a sense of surprise. But so many shops lack conviction, a real point of view, and many of them could be better serviced by the web. I want to do a shop that can’t be done on the web. I want to have things that people want to touch, that they want to know more about – where if comes from, who made it, how it’s made…”

Prescilla Carluccio new store is Few and Far on London’s Brompton Road.