Private White V.C. to open Mayfair flagship

Luxury British brand Private White V.C. is opening a flagship store on Mayfair’s Duke Street this month.

The 2,000 square foot flagship will span across two levels and will house the label’s menswear collection, as well as debut its new womenswear collection that is launching for Autumn/Winter 2014.

The store will join the brands two other stores, one in Manchester where the collections are manufactured and one on Lamb’s Conduit Street, London.

Commenting on the new store opening, Nick Ashley, creative director at Private White V.C. said: “Over the past four years, the quality of our product has vastly improved. 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. The strategy is about being in the right place for the brand; somewhere we can be taken seriously. Duke Street is a hard-hitting location, befitting of a luxury British brand. It’s as simple as that.”