Winser London knows a thing or two about understanding its customers. With a versatile, easy-to-wear clothing line and a focus on opening boutiques where its audience already shops, the brand has built a loyal following across the UK.
To get even closer to its customers, the brand launched a pop-up boutique in Duke of York Square — one of Chelsea’s most vibrant retail destinations. If you’re unfamiliar with the area, our guide to the Chelsea neighborhood explores why it has become such a sought-after retail location for brands.
We spoke with Torly Grimshawe, Head of Retail Development at Winser London, about why the brand chose Chelsea, how the pop-up performed, and what other retailers can learn from the experience.
Q. Why is this pop-up store ideal for your brand?
Duke of York Square is well known for its luxury positioning and curated mix of fashion, food and lifestyle brands that Winser London sits neatly within.
Winser London offers luxurious quality womenswear to busy women at accessible prices. Our DNA matches with Duke of York Square’s positioning of high quality.
Our main goal in everything we do is to give our customers what they really want. They asked for a pop-up store in Chelsea — and when the right space became available, we took the opportunity.
Q. What are the 3 keys of a successful pop-up store you’ve found?
Location, location, location.
We didn’t choose Chelsea — our customers asked us to open in Chelsea. We chose Duke of York Square because it is a high-footfall, affluent shopping area. A brand should always consider its target customer before choosing a location.
Oh, and the perfect collection sold by helpful, well-trained staff.
For brands considering their own temporary retail strategy, our London pop-up shop guide breaks down everything you need to know about launching a successful pop-up in the city.
Q. What is the most challenging when launching a pop-up store?
It can be challenging to represent the true values of a high-quality brand in a temporary space.
For Winser London, it is all about keeping our customers delighted by our collection and our service. That is what we aim to do in every space we sell through, whether it is a physical shop like this or online.
Our solution was to tell our story in the space and delight customers with exceptional service.
Q. What idea will you keep as a best practice for the next ones?
This time we created eye-catching, high-quality window graphics.
They have really caught people’s imagination and have ensured we have had a steady flow of footfall every day. Everyone loves our windows!
Q. What are the feedbacks from your customers regarding the pop-up store? What do you think they will take away from it?
The feedback has been so positive. We have had women in-store saying how relieved they are we are here and how wonderful it is to touch, feel and try on the styles.
It’s interesting how much people value trying things on and reassuring themselves about quality in a physical environment. Once customers experience the collection in person, many go on to become loyal shoppers — either in store or online.
That just underscores what our founder, Kim Winser OBE, intended: to offer high-quality, well-cut clothes at affordable prices. Once you are reassured of the quality, it’s a no-brainer.
Q. Why did you choose this specific space?
We had wanted to open in Chelsea for some time, but we know that location — and the quality of the location — is key because it positions the brand.
We waited until the right space became available. This space allowed us to present a curated edit of our collection that works perfectly for both local residents and destination shoppers.
It has also created an interesting mix of new customers and existing customers who were delighted to discover us here.
Q. Why did you book a space when you have several stores in the city?
Because we wanted to get closer to our key customers and make shopping with us easier.
We are growing and constantly looking for ways to bring the collection to new audiences across the UK and beyond.
Pop-ups allow us to test locations, meet new customers and strengthen relationships with existing ones.
Thinking about launching a pop-up in London?
Discover available pop-up shops in London or explore retail opportunities in Chelsea.
If you’re planning your first temporary store, our complete London pop-up shop guide covers everything from choosing a location to maximizing footfall.
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