Donna Ida invests 120,000 pounds in boutique refurb

Donna Ida Thornton is ploughing 120,000 pounds into the refurbishment of the flagship Chelsea branch of her eponymous chain. Ida opened her first denim boutique in 2006 on Draycott Avenue stocking top designer denim brands,

since then the self-confessed denim addict has gone onto open three more stores in Belgravia, Guildford and Westfield as well as launch a success online store.

Donna Ida

refurbishing flagship boutique

Commenting on the refurbishment, Donna Ida Thornton said: “The refurbishment has been months in the planning and now it is finally here - my first Donna Ida boutique is getting her much needed makeover.

“The investment in the refit is testament to the success of the Draycott Avenue boutique in the Chelsea area over the last six and a half years, and will bring the store up-to-date with new branding, in line with the rest of the Donna Ida boutiques.”

The new design has been created by d-raw and aims to bring a ‘directional new store front’ to the boutique as well as a bespoke reconfiguration of the 613 square foot interiors. This will include an ‘urban sexy’ vibe featuring buffed concrete, slick grey vinyl, white New York subway-style tiling, and a high gloss floor treatment.

The refurbishment will also create spacious new dressing rooms, part of the freshly enlarged area at the rear of the store, as well as sweeping denim gallery.

As the refurbishment commences, the denim retailer will move to a temporary pop-up space across the road at 171 Draycott Avenue, which was previously occupied by Jean Paul Gaultier, until April 14.

Donna Ida stocks 20 luxury denim brands including her own IDA collection, J Brand, MiH Jeans and Paige, as well as complementary tops and accessories from Tucker, Elizabeth and James, Wildfox, Lily and Lionel and Sophie.

The Donna Ida Chelsea boutique will re-open on April 15.