My-Wardrobe to open store in Bayswater

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In a surprise move, fashion e-commerce site My-Wardrobe announced yesterday that is going to open a bricks and mortar store at Whiteleys Shopping Centre in London’s Bayswater.

Rather than being simply a boutique, the 1200 sq.ft. space will also function as a click and collect location, press showroom and office space for the company’s staff. A spokesperson described the news as “a new positive start” for the retailer. The shop will open on June 30th.

Perhaps the brand is hoping that a little bit of business magic will rub off on it after a turbulent year – global online fashion success story NET-A-PORTER used to have an office space in Whiteleys.