Ambitious Wyse London opens St John’s Wood pop-up

Expanding contemporary womenswear brand Wyse London has opened a three-month pop-up store in North London’s upscale St John’s Wood, with the 1,020 sq ft space housing the key styles from its Autumn/Winter collection.

The pop-up marks the latest in a series of new store openings for Wyse, following the successful introduction to the North of England in York last month.

More stores, both pop-up and permanent, are planned over the next 18 months both nationally and internationally, the indie retailer said.

Founder Marielle Wyse, said: “I think the decision to trial St John’s Wood for a three-month period was an easy one. I personally love the neighbourhood, and we know a strong proportion of our London based customers are located in the neighbourhood and its surrounding areas.

“Our ambition is to continue to grow our bricks-and-mortar presence in these strategically placed high-streets where the demand for Wyse is high.”

CEO Kara Groves, who joined in February from Bambino Mio and has also held exec roles and Mint Velvet and Joules, noted that while Wyse London is “first and foremost, a direct-to-consumer brand”, opening physical stores in locations such as York, its first outside London, would “act as a hub for customer events throughout the year to further build on Wyse’s growing fan base”.

In July, the brand also launched its secondhand marketplace for authentic, secondhand Wyse items, powered by resale platform Continue.