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Digital first boutique strategy for shoe brand Sophia Webster

British luxury footwear and accessories brand Sophia Webster has opened a new boutique on London’s Sloane Avenue.

The store, designed in-house by brand founder Sophia Webster and her team, has been developed to create an omnichannel experience by taking a ‘digital first’ approach. Learnings from the brand’s first London store, opened in 2016, have been incorporated into the latest branch.

The physical store is intended as an experiential showroom for the brand’s ecommerce site. Customers are encouraged to step inside the brand’s ‘sharable universe’ while being able to choose from the breadth of its online stock.

The 139 sq m (1,500 sq ft) store is spread across ground and lower ground levels, and will showcase monthly new additions to Sophia Webster’s footwear collections. It will also stock ranges that are exclusive to the Sloane Avenue store, as well as items from its growing handbag, bridal and Mini collections.

In-store iPads will give access to the brand’s full range at its 929 sq m (10,000 sq ft) ecommerce warehouse. The basement level will host a new concept space used to host by-appointment beauty treatments including manicures, pedicures and blow-dries, as well as bridal appointments and customer events.

Art Deco-inspired interiors are combined with elements from the product collections, using a feminine colour palette and bespoke lounge furniture. The brand’s trademark neon butterfly and other aspects of the interior are intended to encourage social media sharing and user generated content (UGC).

“I wanted to design a store for how I think our clients will want to shop and what I’ve already learnt from her,” says brand founder Sopia Webster. “50% of sales at our Mount Street boutique are now taken online, the intimate experience of coming in-store and trying our products is just as important as the breadth of choice and ease that comes with shopping online. We are here for the client, from the initial thought process behind a design to how she feels when she first steps out in our shoes, I want it to be a memorable and seamless experience from start to finish.”

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