Fashion retailer opens Brompton Road store with “atelier” in its basement that will allow shoppers to personalise their purchases.

Fashion retailer Karen Millen has moved two doors east along London’s Brompton Road to a three-floor, 8,000 sq ft flagship with a strong emphasis on luxury.

Opened this morning and occupying the site of a former Benetton store, the interior has been completely remodelled and as well as a large-format digital screen at the rear of the ground floor and high levels of natural daylight, it also has an “atelier” in the basement. The latter is intended to allow shoppers to customise products and is also about providing an additional level of in-store experience, according to CEO Mike Shearwood.

New mid-shop and perimeter equipment, merchandising methods and mannequins all feature in the new store, the blueprint for which has been created by design consultancy Brinkworth.