Luxury clothing brand Burberry is opening its first UK childrenswear store in West London.
The store is the seventh dedicated children’s range outlet established by the company since it opened its first in Hong Kong just under a year ago. The brand’s chief executive Angela Ahrendts identified childrenswear as a key growth area last year.
Burberry has established two such stores in the US and one each in Turkey, Dubai and Kuwait. The new outlet is the sixth Burberry-owned store to open in the UK and the fifth in the capital, with the other in Manchester.
The childrenswear range is featured in an ad in the April edition of Tatler, and the new store will host in-store entertainment for children over the first weekend in April.
The opening follows the fashion brand’s move in January to cut £30-£35 million costs by closing its sewing factory in Rotherham and concentrating its UK manufacturing at its facility in Castleford.