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Daniel Wellington expands standalone UK chain with first store outside London

Watch retailer Daniel Wellington has opened its first standalone UK store outside London, at St David’s in Cardiff.

The 40 sq m (430 sq ft) store has been designed in-house to present the brand’s range of timepieces, which feature signature interchangeable straps.

Interiors have been developed to reflect Daniel Wellington’s mix of classic and contemporary features, with freestanding wooden cabinets on metal legs, and glass display cabinets on raised plinths.

Lifestyle product imagery and the company logo adorn the dark walls, with a contrasting light feature wall. Seating is provided for customer consultation, or for waiting.

“This international brand joining St David’s follows the success of other flagship stores outside of London for retailers such as Victoria’s Secret and Stradivarius. Daniel Wellington is a great addition to our retail offer and is reflective of the growth within this category as a whole,” says Colin Flinn, joint managing director of St David’s co-owner Intu.