Victoria Beckham locates first London store

By

Anaïs Lerévérend

Published
Oct 20, 2013

Last spring Victoria Beckham announced the search was on for her first store. Now she has found it. According to the Daily Mail, the store is located on Dover Street in London's exclusive Mayfair area, with an opening early next year following construction work.

With direct neighbors like Acne and McQ (the casual line of Alexander McQueen), Victoria Beckham is positioning her brand between contemporary upscale and luxury, the biggest names of which are a few streets over on Old Bond Street. The store will carry the label's two ready-to-wear lines, an entry-level luxury collection and a more affordable range, as well leather goods.

Launched in 2009, the eponymous label has turned a corner this year, which it is now making tangible through this opening. The designer has made her runway shows one of the key events during New York Fashion Week and is now recognized by the profession that has forgotten her Spice Girl past and "wife of" title.