The retailer launched its 4,520 sq ft Crystallized fascia this week in one of the units on the site of the former Dickens & Jones department store, off Regent Street. The store includes a café, lounge and exhibition space, as well as a design studio. Swarovski is considering introducing the new format in New York, Shanghai and Paris.
The jeweller delivered UK sales up 26 per cent over the festive trading period, on like-for-likes up 14.5 per cent. In the second half of last year, its sales jumped 19 per cent, contributing to a 7 per cent sales uplift for the year.
Swarovski also claimed that its revamped Regent Street flagship – which opened in November – delivered exceptionally strong Christmas sales.
It has already taken the Regent Street makeover to Boston and Hong Kong, and Swarovski intends to export the design to global flagships during 2008 and 2009. The next opening will be on Tokyo’s Ginza in March.