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Parent company Perry Ellis International has signed for a 764 sq ft unit on Earlham Street, which will open in May.
Perry Ellis Europe managing director Francisco Gonzalez-Meza Hoffmann said: “We wanted a central London location with a strong heritage of its own for our Farah flagship store. The retail mix and atmosphere of Seven Dials is perfect. We will be in great company in one of the most thriving destinations for fashion in London.”
The brand is mainly represented in the UK through more than 100 stockists, but in 2011 Perry Ellis decided to move back into retail by taking a unit at pop-up mall Boxpark in Shoreditch for its Farah Vintage line.
Perry Ellis has adopted a similar strategy with its Original Penguin brand, expanding its UK retail presence to five stores after opening in Portsmouth last autumn.
It has chosen the fashion-rich Seven Dials to open up a larger Farah store with a fuller range of clothing, covering both the mainline and the younger Farah Vintage collection.
Sam Bain-Mollison, head of group retail strategy and letting at landlord Shaftesbury, said: “Farah is a great fit for Seven Dials.”
Other fashion retailers to have opened in the area…
Design Farah Vintage turns global trailblazer. Layering prints on prints, outfits read like a passport of travels. Bold African prints sit with verdant flora and fauna camouflages and hand-drawn prints. Influence came from the way the dandy sapeurs of the Congo express creativity through their outfitting – combined with Farah’s eye for detail and British urban roots.
Colours We’re really pleased with the print offer. Each piece has been commissioned from young artists from around the UK.
Fabrics Lightweight, low-tech, layered.
Silhouettes While tops become looser, bottoms remain slim. This is a nod to the story that inspired the collection and reflects a move away from super-slim silhouettes.
Prices Most are unchanged.