NADINE MERABI today officially opens the doors on the brand’s very first store in the heart of London’s West End. Based at 42 South Molton Street the store will be open for a duration of 6 weeks, covering the brands most in-demand time of year : the festive season. The store houses a partywear edit from the AW23 collection including the much coveted ‘Heidi’ and ‘Cecille’ sequined jumpsuits and ‘Luna’ mini dress, as well as the brand’s hero designs such as the ‘Darcie’ pyjamas and ‘Kira’ suit.
South Molton Street was carefully chosen as the location to launch the first ever pop-up store as a world famous shopping destination at the meeting point of London’s most renowned retail streets: Oxford Street and Bond Street. Across two floors the store’s visual aesthetic is monochrome and simple, allowing the product to do all of the talking. The glass fronted shop front is home to a visual display of looks from the brands Million Dollar Moments campaign: The ‘Selena’ Jumpsuit, ‘Josie’ Minidress and the ‘Adriana’ gown.The festive season is the perfect time for MERABI to open a pop-up store, December is when the brand comes into its own – a time when sequins and feathers can be worn day or night.
Having led the direct-to-consumer space for 7 years, the brand thrives online and on social media and took this leap into the physical domain as a first step in their retail expansion. This opening marks the first time customers have a chance to see and experience the quality and craftsmanship of the products first hand outside of the MERABI Website. The brand is currently working on an activation plan which will see them launching a selection of wholesale partnerships across the UK and US as well as a series of pop-ups throughout 2024. MERABI has done incredibly well as an ecommerce business to date, but believes the power will be in its customers experiencing the quality of the product in-store and building a community of brand advocates given the luxury quality of the product and exclusive nature of the designs.
In the last half of 2023, MERABI has focused on realigning to the reality of its accessible luxury proposition. Which has meant evolving the creative aesthetic, investing more heavily in video to deliver a more luxury digital brand experience, and developing a strong social and content strategy to maximise potential in this critical channel. A testament to the new direction, November 2023 was the biggest period in the brand’s history and is on track to continue delivering strong growth through to the end of the year.
MERABI plans to continue creating immersive brand moments for its customers in a physical retail environment throughout 2024. As the tough retail landscape is set to continue, Co-Founders Nadine Merabi and Blue Wilson believe being able to offer customers exciting, physical moments is more critical than ever.
The Nadine Merabi Pop is open from the 7th December through to mid-January.Opening hours are Monday to Saturday 10am-9pm and 12pm-6pm on Sundays.
42 South Motcomb Street, SW1X 8JZ