Heidi Klein to open in Liberty

Luxury swimwear brand Heidi Klein has announced that it will be opening a shop-in-shop in Liberty London on November 2.

The new outlet is situated on the first floor. The 64square metre space is designed to have the feel of a beach cabana, with white washed panelled walls, floors, and shutters at the windows that aim to cast a light airy feel, contrasted with mirrored textures on columns and tropical plants.

Co-founder Penny Klein told Lingerie Insight: “It is part of our development strategy to take our brand to different places… It’s fantastic to have an outlet there, because we are a bit more residential in Chelsea or Notting Hill.”

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The shop will be run by Heidi Klein’s trained team and will offer a fit service, in addition to self contained changing rooms within the space.

Klein added: “I think it is a great privilege to be in such a big department store and have the opportunity to offer customers our collection.

“It’s something we have been discussing with Ed Burstell, the managing director. We have met a few times and it went from there. He knew the brand from when he worked at Bergdorf… and I think they’d been looking for a swim partner.”

Staff will also give advice and guidance on styles to fit different body shapes, with design features that include support, padding, power mesh and double lining.

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