Daniel Wellington launches first regional icon store outside of London

Watch specialist Daniel Wellington has opened its first standalone UK store outside of London, selecting the key St David's mall in Cardiff.


Daniel Wellington has opened at St Davids


The new 430 sq ft regional location stocks the brand’s timepieces, as well as a range of accessories such as classic cuffs and interchangeable watch straps in NATO, mesh and leather. 

The store itself was created by the brand’s in-house team, with interiors that reflect its “classic yet contemporary design aesthetic.”

St David's has been boosting its brand profile fast in recent periods with Colin Fin, regional MD of the St David’s Partnership (which is a joint venture between Landsec and Intu) saying that the latest arrival “is a clear signal that [it] is  one of the UK’s premium retail destinations.”

The Daniel Wellington opening follows others including Victoria’s Secret and Stradivarius, the Inditex-owned brand opening its first Welsh store at the centre. Other labels to open there in the past year include Lovisa, Oliver Bonas, CK Underwear and Bravissimo.

It’s part of the ongoing trend in the UK that has seen regional high streets and malls going into decline but major ‘supermalls’ increasingly able to attract key names to centres that have more to offer than the norm, therefore giving consumers a good reason to come out from behind their screens.

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