Sophia Webster, the luxury footwear designer for millennials, has opened her second London store at Brompton Cross which aims to blend the online and offline experiences.
Webster, who already has a store on Mount Street in Mayfair, said the Sloane Avenue store was also about placing experience at the heart of retail with services such as a blow-dry and nail bar and private shopping space. Webster is also looking to host events and welcome bridal parties to the store.
Set over 1,500 square feet across two floors, the store has been designed with Webster’s signature shades of pastel pink and blue with Instagrammable features such as a neon butterfly wings light feature (which comes with its own hashtag #SWHighFlyer ) and pink flamingo chandelier.
Webster’s Instagram account has more than 1m followers and social media has been key to the success of the brand. Her shopper takes an omnichannel approach to retail and why she may come to try the shoes and experience the brand, she doesn’t always buy in-store, Webster explained.
“We found that 50% of the sales on Mount Street were done online even though the customers were in store. People don’t want to take the shoes away with them or they come to try on the shoes for fit, but then go on to purchase online,” Webster told WWD.