Oct 12, 2018
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Amazon to open ‘first of its kind’ fashion pop-up in London

Oct 12, 2018

Amazon Fashion is bringing a part of its online offering into the real world with a pop-up store that will feature a revolving selection of clothing, brand experiences and activities.


Opening on Baker Street in Central London from 23-27 October, the first ever Amazon Fashion pop-up to open in the UK will showcase a different selection of men’s and women’s fashion and top brands every other day.

Additionally, each day will focus on a different theme, with Tuesday and Wednesday centred around building an Autumn/Winter wardrobe, and Thursday promoting fitness and wellbeing with a showcase of the best sports and athleisure available on Amazon Fashion.

On Friday and Saturday, denim, party and streetwear will take centre within the pop-up with collections for both men and women.

Each day will also offer different experiences for customers, such as Pepe Jeans denim customisation, yoga sessions with Ella Mills, founder of Deliciously Ella, and live acoustic sets from leading British artists.

Amazon said it is “extremely excited” to open the pop-up store, which will feature a life-size neon Amazon ‘smile’ seat, a juice bar and a ‘live wall’ for the selfie generation. All products can be purchased in-store, or virtually purchased using Amazon’s ‘SmileCode’ scanning technology via the app to be sent to customers’ home, work or Amazon locker collection address.

“We have curated a selection of top brands and key fashion items, which we think our customers will love, all of which can be purchased virtually through the Amazon app or physically in store,” said Susan Saideman, Amazon Fashion vice president for Europe.

“With the ongoing schedule of activities taking place throughout the week, we hope our pop-up shop will be an exciting and inspiring way to shop for fashion.”

Some of the brands available throughout the week will include Calvin Klein, Tommy Hilfiger, Vans, Levi’s, Paul & Joe, Gestuz, LOVE Moschino, Aldo, Antik Batik and Filippa K, as well as Amazon Fashion’s Private Brands such as Find, Truth & Fable and Meraki.

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