UK-founded womenswear brand Hush has opened its first three standalone stores, as it expands its predominantly online business into physical retail.
The retailer has launched locations at Bluewater shopping centre in Kent, Guildford High Street in Surrey and Marlow High Street in Buckinghamshire, marking its first move into full-price standalone stores.
The first store opened at Bluewater on 9 October, followed by Guildford on 16 October. The third location in Marlow opened on 5 November.
Founded in London in 2003 by Australian entrepreneur Mandy Watkins, Hush has built its reputation as a digital-first fashion brand, with its physical retail presence previously limited to concessions in John Lewis, and temporary pop-up shops.
Each of the new stores stocks Hush’s full collection, spanning clothing, knitwear, outerwear, denim, accessories and footwear. Customers can also access styling advice and outfit inspiration.
The expansion is designed to complement the brand’s existing ecommerce operation, giving shoppers the opportunity to try on products, experience fabrics and interact with the collections in person.
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Hush chief executive Sarah Miles said the openings marked an important milestone in the company’s next stage of growth, with customers increasingly looking for opportunities to experience the brand beyond its website.
The three locations have been selected to test different retail environments, with Bluewater providing access to shoppers across the South East, Guildford offering an established premium high street and Marlow providing a presence in an affluent market town.
The move comes as Hush looks to accelerate its UK growth and explore international opportunities, including the US, Ireland and the Middle East.
The retailer is also seeking to build on improving trading, with recent growth in full-price sales and customer numbers.
Hush is now considering further potential store locations as it assesses the response to its first three shops.
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