British underwear and loungewear brand Derek Rose has opened its first standalone store in London’s Notting Hill.

The opening marks an exciting time for the family-owned business, which was founded in the 1920’s.

With well established and loyal stockists around the world, the next natural step for the company was to find a home to showcase its range of ‘Smart Comfort’ clothing for all the family, said Derek Rose managing director Sacha Rose.

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“After nearly 100 years in the business focusing on wholesale and more recently our online site, we are extremely excited to open our first physical store,” he added.

“This will really allow us to showcase the pieces we believe in and project our message of ‘Smart Comfort’ to a wider audience.”

The new store, located on the corner of Westbourne Grove and Ledbury Road, features a core selection of the Derek Rose leisure, sleep and underwear collections for men, women and children.

The decor is minimalist and warm allowing, the prints and details of the clothing on display to be the main focal point.