Really Wild Launched a Pop-Up Store in Chelsea’s Duke of York Square

Table of Contents

British heritage brand Really Wild launched its first pop-up store in Duke of York Square in Chelsea, collaborating with jewellery label Daniella Draper to create a shared retail concept.

Known for its well-tailored, classic garments and timeless British aesthetic, Really Wild used the pop-up format to connect with customers in one of London’s most fashion-forward shopping districts. The temporary store allowed the brand to showcase its collection in a high-footfall environment while introducing new shoppers to the brand.

Located in the heart of Chelsea, Duke of York Square has become a popular destination for fashion and lifestyle brands. Our guide to the Chelsea neighborhood explores why the area continues to attract retailers, pop-ups and flagship boutiques.

We spoke with the Really Wild team about launching their first pop-up store, collaborating with another brand, and testing the London market through temporary retail.

Why did the brand choose Duke of York Square?

“We chose Duke of York Square as our first pop-up store because the location is very special,” the team explained.

The brand already knew that many of its customers liked to shop in Chelsea, making it a natural choice for the pop-up.

“The location is surrounded by beautiful stores and the area is immaculate, providing a wonderful shopping experience.”

Chelsea’s mix of luxury brands, independent boutiques and destination shoppers makes it an ideal testing ground for fashion brands launching pop-ups.

How did the collaboration with Daniella Draper come about?

Really Wild collaborated with Daniela Draper

Once the space had been secured, Really Wild reached out to jewellery brand Daniella Draper to collaborate on the project.

“We thought the two brands worked well together,” the team explained.

The shared space allowed both brands to benefit from cross-discovery, as customers visiting one brand naturally explored the other.

“People who visit either store can amble from one space to the other without even going outside. Their customers became our customers and vice versa.”

Collaborative pop-ups like this are increasingly common, particularly for complementary brands looking to expand their reach while sharing costs.

What were some of the standout moments in-store?

What were some of the standout moments in-store?

The team recalled several memorable moments during the pop-up’s run.

“In such a short time we had several special moments in the store,” they said.

Many customers discovered the brand for the first time while visiting the space and later became loyal customers.

The pop-up also hosted a lively launch party featuring a Sipsmith Gin bar, creating a memorable introduction to the store and the brands involved.

Why did Really Wild explore pop-up retail?

For Really Wild, the pop-up store offered a strategic way to explore the London market.

“We wanted to test the London market before committing to a lease,” the team explained.

With one permanent store already located outside London in Marlow, the pop-up allowed the brand to introduce itself to new audiences and build awareness in the capital.

Pop-ups can provide brands with a flexible way to test locations, build customer relationships and understand demand before investing in a long-term retail space.

For brands considering a similar approach, our London pop-up shop guide explains how temporary retail can help brands expand into new markets.