News: Club Monaco now in the UK
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The American high street stores are coming to the UK and trying to reinvent themselves as boutique brands. Erin Mullaney, buying director at Browns, told WWD “We’ll have newness every month, and it’s a way for us to update continuously what’s in the store. We think their buy-now, wear-now collections are refreshing,” she said.
First it was J. Crew – Michelle Obama’s favourite – that leapt across the water earlier this year and took up with Net-a-Porter, causing much excitement, and ensuing sales of their affordable chic. Now it’s Club Monaco.
At the Browns boutique press day yesterday the outgoing buying director revealed the business had a deal with Club Monaco to bring a careful edit of its spring 2011 collection. The collection will be making its online debut in the UK, and have its own pop-up store in what is now the “Shop 24” section of Browns on South Molton Street.
Excited? We are. Club Monaco has always been a key destination for us when we hit NYC. We scooped up an armful of their knitwear and silk blouses on our last trip over the pond. The Polo Ralph Lauren-owned business has really got the Euro/American chic down pat, and always come up with the essentials of the season at a good price. The senior VP for marketing Club Monaco was on hand at the Browns press day showing off the edit of the collection that will be available to buy from London Fashion Week onwards.
The spring edit concocted by Club Monaco and Browns includes pretty slip dresses, worn with boyish sweaters and accessorised with an ankle sock and wedge boots, blouse-dresses aplenty and a khaki cotton drill prom dress – we know that sounds wrong, but it looks so right.
