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Serial pop-up store Seraphina returns to King's Road for tenth year

Resort and loungewear brand Seraphina has returned to the King’s Road in Chelsea for its tenth annual pop-up store.

The brand has returned to the London street each year to launch its summer collections. This year it will trade until 7 July, offering a choice of garments designed for everyday holiday wear, made from high quality Indian fabrics.

“It is brilliant to be back at our favourite pop-up location, on the King’s Road. From the vibrant and eclectic shoppers, to the fellow boutique and quirky retailers, we always look forward to showcasing our collection at 340 King’s Road in the spring,” says Seraphina founder Fiona Hodges. “Our success in the pop-up space was born within the Sloane Stanley estate and we are very grateful for the opportunity to continue our seasonal pop-up in this attractive destination, for all these years.”

Clothing and lifestyle brand An Indian Summer has also returned to the King’s Road, after its debut pop-up last year.

“Seraphina’s recurring pop-up at 340 is a perfect example of our successful approach to short-term leases which enable our visitors to enjoy seasonally appropriate pop-ups and we’re thrilled that they are joining us for their tenth year,” says Hannah Grievson, property director at landlord Sloane Stanley.

“The two returning brands reflect the continued positive results from our offer for brands to use the King’s Road as a creative platform for innovative concepts. The chic and beautiful resort-wear offered by both Seraphina and An Indian Summer provide our shoppers with timely fashion items fit for the coming holiday season.”

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