The primarily online fashion retailer Matchesfashion is complementing its digital business with an experiential store in a London Mayfair townhouse

Brands are continuing to explore omnichannel retail, as consumers are demonstrating that they like certain aspects of both on and offline shopping. The U.K.-based, mostly online luxury retailer Matchesfashion hopes to build brand engagement and drive foot traffic to its new brick-and-mortar location in London’s Mayfair district, offering visitors an exclusive, personalized experience.

First, the location’s design alone is intended to attract customers:  The space was been built into a five-story London townhouse, where the first two floors feature many items sold in-store only. The top floors feature personal stylists whom shoppers can book for individual appointments

Furthermore, the building, once a home to affluent Londoners, has been refitted to allow not only shopping, but also the hosting of live events and art exhibitions, featuring recording facilities, a functional kitchen and a courtyard garden. According to CEO Ulric Jerome, “The house becomes a place where there’s a full experience every second of the day. Everything is built around the lifestyle of the luxury consumer.

Joining the trend of retailers catering to the millennial tendency to value experiences over products, Matchesfashion hopes that the location will function in tandem with its large online presence. The Mayfair location is now open for business.

Matchesfashion

Brands are continuing to explore omnichannel retail, as consumers are demonstrating that they like certain aspects of both on and offline shopping. The U.K.-based, mostly online luxury retailer Matchesfashion hopes to build brand engagement and drive foot traffic to its new brick-and-mortar location in London’s Mayfair district, offering visitors an exclusive, personalized experience.

First, the location’s design alone is intended to attract customers:  The space was been built into a five-story London townhouse, where the first two floors feature many items sold in-store only. The top floors feature personal stylists whom shoppers can book for individual appointments