Little Mistress Opens Pop-Up Store

Catwalk trend-led brand Little Mistress has opened its first store in the new Westfield

– Stratford City. The pop-up store located next to Harvey Nichols occupies 80 square metres and will be open for four months. This store is hopefully the first of many, and if a success Managing Director Mark Ashton is confident that the brand will be able to roll out 15 more stores in 2012.
 
“At the moment Little Mistress has the number one sell through and density figure in the majority of the accounts that we trade with, it’s literally flying out of the stores and there has never been a better time for us to open our own first store,” commented Ashton. “We are here to fill a gap in the market, it is there and we believe there are quite a few other areas that our competitors just haven't clocked onto.”
 
The online fashion label is gaining a reputation for adapting the latest catwalk trends and in-season colours to create covetable collections that are ‘feminine, chic, pretty and affordable’. The brand impressed at Pure Spirit London back in August, signing up over 70 new accounts, including three key accounts in the UK. Little Mistress also picked up several export orders to, including three new distributors in Italy, Spain and Canada.