Luxury swimwear brand Heidi Klein has launched a new one-stop holiday shop at its Chelsea boutique.

Created by British design studio Kinnersley Kent Design, the new concept allows customers to shop for everything from a sun hat to swimwear, under one roof.

The aim is to reinvent swimwear shopping as an exciting and enjoyable experience, while providing everything customers desire in order to look and feel good on holiday.

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Formed in 2002 by Heidi Gosman and Penny Klein, Heidi Klein first launched its one-stop holiday shop concept at its Notting Hill store in 2002, before opening a second boutique in Chelsea in 2004.

Heidi Klein currently has four stores, including two in St Lucia and Montenegro, whilst the wholesale arm of the business, via its own-brand ‘heidi klein collection’, is stocked in over 150 stores in 39 countries.

The new store concept, inspired by The Hamptons, is now trialling at heidi klein’s Pavilion Road store, in Chelsea.

“Our main design evolution has been to move the interiors iconography away from a beach-inspired dressing towards a more refined, internationally-applicable glamour, with inspiration from the domestic interiors vernacular of a ‘Hamptons House’,” explained Jill Higgins, partner at Kinnersley Kent Design and director of the project.

“The store layout is therefore inspired by domestic zones: living room, bedroom, veranda and so on, which creates a more lifestyle-oriented environment and encompasses the growing breadth of the offer, including après-beachwear, menswear, childrenswear and a thriving accessories range.”