Australian multi-brand store to open in London
loading...
The Dayrooms, a new multi-brand concept store stocking Australian womenswear brands such as Thurley, Finders Keepers, Seafolly, and Salt is set to open in London’s Notting Hill this month.
Founded by London-based friends Aytan Mehdiyeva and Zumrud Mammadova, The Dayrooms has signed a lease on a 1,200 square foot store at 237 Westbourne Grove, advised by Harper Dennis Hobbs.
Located close to the junction with Ledbury Road it will sit alongside neighbouring retailers include Sandro, Maje, and Anya Hindmarch.
The aim of the concept is to offer a curated mix of fashion, lifestyle and beauty ranges from Australian labels, and provide a UK stage for rising stars and emerging young Australian talent.
On the brand's e-commerce website they sell labels including Alice McCall, Beach Toes, By Charlotte, Camilla and Marc, Ginger and Smart, Mink Pink, One Teaspoon, Style Stalker, Sunday Somewhere, and The Fifth Label.
“Many of the brands on offer at Dayrooms are only available online or as small concessions within stores such as Selfridges,” explains Amanda O’Flaherty, associate director of Harper Dennis Hobbs.
Images: The Dayrooms