Burberry opens Mykonos pop-up, will carry Kingdom and Monogram lines
The headlines last week may have focused on the large number of stores that Burberry is closing as part of its ultra-luxury transformation programme, but the company is also opening new stores, including pop-ups in strategic locations.
Greek island Mykonos has transformed itself in recent years from a run-of-the-mill party-focused holiday destination to one that's much more about luxury. And that can be seen from the fact that the British luxury giant has announced the opening of its first pop-up boutique in the Nammos Village district.
The company said that the new location reflects the spirit of its flagship store at 121 Regent Street in London and has been decorated in a palette of white with touches of pistachio.
It's open until October and will offer the Riccardo Tisci collections, including the spring/summer 2019 Kingdom line. It will also carry the just-launched Monogram collection and the company is clearly expecting some high spending shoppers to visit it.
The Monogram collection launches on May 22 and won't be available in all of its boutiques worldwide, which marks out the Mykonos opening as special.
Stores in luxury resorts are increasingly important to high-end brands and pop-ups are a good way to maximise sales without committing to the expense of a permanent location.
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