Peachy Den Is Expanding Its Retail Presence With Liberty Pop-up

LONDON — Peachy Den has been bubbling on British cool girls’ radars for a minute, and is growing its retail presence in response, opening a pop-up in Liberty London from Tuesday to Jan. 31.

“This feels like a sign of our growth, and like a special moment in the brand’s history,” said Isabella Weatherby, the brand’s founder and creative director.

More from WWD

• British Label &Daughter Launches Menswear After 'Unprecedented Level of Demand'

• Mulberry Board Joins Challice in Rejecting New Offer From Frasers Group

• Chanel Becomes Title Sponsor, Timekeeper of Oxford and Cambridge Boat Race

Located on the British retailer’s second floor, the mod scarlet space features a selection of the brand’s hit pieces from its summer and autumn collections: sexy skirt and top sets, chic coats and seersucker shorts.

The brand’s winter drop, a range of chunky knits and pieces dotted with Art Nouveau-inspired roses, will land in Liberty in early November, Weatherby teased. The designer added that the accompanying campaign will be fronted by Kurdish model and activist Deba.

Peachy Den’s retail takeover doesn’t stop there, with the brand set to open a pop-up in Adidas’ London flagship store on Oct. 31.

“There’s been a lot of hard work internally to get to this place, and it’s amazing to feel that recognition,” said the creative director, explaining that she attributes the slew of retail placements to demand for the brand’s youthful, stylish clientele.

The temporary retail spaces come on the heels of Peachy Den making its independent pop-up in Shoreditch permanent in July. Within three months of the store’s April opening, its success led Weatherby to permanently set up shop.

Since, the space has been key to the brand’s world building, home to an array of events including movie nights and ceramics classes open to prospective and current Peachy Den customers.

Best of WWD

• Queen Camilla’s Royal Style Throughout King Charles III's Reign [PHOTOS]

• Kate Middleton's Style Through the Years: Burberry Suits, Alexander McQueen Dresses & More

• Kim Kardashian's Best Fashion Moments Through the Years [PHOTOS]

Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.