Premium brand Shell Belle Couture will open a pop-up shop in Fenwick, Bond Street next month, Lingerie Insight has learned.
The launch will kick off a series of pop-up shop openings this season, as part of the brand’s ‘celebration of love’ campaign.
Shell Belle Couture was approached by Fenwick’s flagship store and several other retailers at the White Gallery Bridal Fair in April, where it showcased its ‘After I Do…’ collection.
The trade show, in which Shell Belle was the only lingerie exhibitor, opened “a whole new market” to the brand, creative director Michelle Blenkinsopp told Lingerie Insight at Mode City this weekend.
“It was a natural progression to fall into the bridal market and we were honoured to be the show’s premiere lingerie label,” she added.
The pop-up store at Fenwick, Bond Street will open in the first two weeks of August, followed by more pop-up openings in stores like the Wedding Club in Birmingham.