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8 The Shop Window


Hush pops up in Elizabeth Street


Hush – the fashion brand created by Mandy Watkins and Rupert Youngman – has opened a pop-up store on Elizabeth Street in London’s Belgravia.


Rupert Youngman reports: “Our pop-ups are a great way of giving our customers an immersive brand experience, showcasing our latest ranges and hosting exciting and engaging events with our friends and partners.


“The response has been phenomenal and we’re looking to appear in more places around the country next season.”


The brand already operates from concessions in John Lewis stores across the UK but is now testing shopper reaction to standalone stores.


Sasha Riddle of Colliers’ Central London Retail Agency team – which advises Grosvenor on its Belgravia retail estate – comments: “Elizabeth Street is a superb location for a brand like Hush to showcase itself.


“This Belgravia neighbourhood is composed of more than 300 niche boutiques and businesses, and is predominantly owned by Grosvenor which takes a pro-active approach to enabling brands which fit the location to have a pop-up presence.


“Whereas once pop-ups might have been just a means of filling vacant units temporarily, landlords are now using them in a much more strategic way to test which offers might work. They can become instant footfall generators especially when involving brands like Hush who have a large and faithful social media following.


“And for retailers, they provide a de-risked opportunity to test shopper response or introduce new store concepts.”


sasha.riddle@colliers.com | +44 (0)20 7487 1637


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