Filling Pieces opens pop-up store in Boxpark

Dutch footwear label Filling Pieces has opened its first pop-up store in London's Shoreditch Pop-up mall, Boxpark and joins the like of Mr. Gugu & Miss Go, Nike and Tom Lewis. Founded by designer Guillaume Philibert in 2009, the brand was developed by the

young designer to fill the gap between haute couture footwear and street style footwear by offering sporty, yet chic looking shoes and being the 'filling pieces' in the space.

Since then the brand has grown from being sold online, to having its own showroom in Amsterdam and it has gained worldwide followers, thanks to the power of social media and Philibert's unique designs and shoe collaborations.

Filling

Pieces opens first store in London

On Friday, February 28 the doors officially opened of the Amsterdam-based footwear label pop-up store. However one question that seemed to be on a lot of people's mind, including the brand loyal fans in its home market, The Netherlands, was why open the first store in London?

Daniel Keating from Circle Agency, who managed the Boxpark store opening and oversees sales in the UK explained: "The opportunity with Boxpark to open a temporary store was just too good for us to turn down," adding that it was the perfect location for Filling Pieces to really express its brand concept and heritage.

Since the footwear label has really earned a large following and fan base in the country, the UK has become the focal point for Filling Pieces international expansion. "The brand really fits in with the London feeling," says Keating, who belives that the UK is the right market for the brand to grow in and the opening of the pop-up store will have a good impact on any new potential customers and allow the old customers the opportunity to experience the Filling Pieces concept in person, and not just online.

Keating notes that the opening night of the pop-up store was a success, with customers mingling with other invited guests. "The overall response we've seen so far has been very positive, and the impact of the pop-up store has been great," he adds, with people walking into the store off the street and becoming acquainted with Filling Pieces shoes. "It's a big test for the brand and a big step for us as well, but momentum for Filling Pieces is growing and it felt like it was the right time to test its concept and open a store."

Now it remains to be seen if the Boxpark pop-up store will lead to a permanent store opening in London. "We have to wait and see how things play out and then assess the situation later down the line," points out Keating, who remains hopeful, yet cautious for the future retail location of the brand. But if all goes well and according to plan, he imagines that there could be room in the future for a permanent Filling Pieces store in London, as well as Amsterdam and other European cities.

Until then UK fans will just have to satisfy themselves with the Boxpark store, which is set to launch an exclusively designed shoe for the UK sometime within the next 30 days, as well as new additions to the line such as cork patch sneakers and python leather shoes.

Filling Pieces is currently sold in over 60 stores around the world and stockists in the UK include retailers such as Harvey Nichols, Selfridges, Poste London and LN-CC London. The Boxpark pop-up store will be opened for 3 months from February 28.