British Label Set To Open New Store Opposite Selfridges

Bosses at Private White V.C. hope an opening on Mayfair’s Duke Street will reflect a gradual move towards becoming a luxury brand.

The British label recently confirmed the new 2,000sq ft store, which will act as a flagship, taking over from the business’s only other standalone store in the capital on Lamb’s Conduit Street.

Split across two floors, the space will house the full AW14 menswear collection, including clothing, outerwear, accessories and footwear.

Creative director Nick Ashley spoke of the improvement in quality at the brand over the past four years.

“We’ve gone from having our quality determined by suppliers to now having great pride in what we do and sourcing the best materials and trims. We’ve found ourselves with a very expensive, luxury product.”

He added that a presence on the street directly opposite Selfridges is part of a wider retail plan.

“The strategy is about being in the right place for the brand. Somewhere we can be taken seriously. Duke Street, Mayfair is a hard-hitting location, befitting of a luxury British brand. It’s as simple as that.”

Private White V.C. will join other upcoming openings at the central London location such as the first ever store from British tailoring label E. Tautz. Other surrounding names include Jigsaw’s Duke Street Emporium and Rake.

The new flagship is scheduled to open in October. In the meanwhile, Private White V.C. continues to be available at the refurbished Lamb’s Conduit Street store, Manchester factory outlet and online as well as via UK stockists Mr Porter, J.Crew and Harrods.

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Private White V.C. Duke Street Store

Private White V.C. Duke Street Store

Private White V.C. Lamb’s Conduit Street Store

Private White V.C. Existing Lamb's Conduit Street Store

Private White V.C. Existing Lamb's Conduit Street Store

Private White V.C. Existing Lamb's Conduit Street Store

Private White V.C. Existing Lamb's Conduit Street Store