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Published
Feb 13, 2015
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Edwin builds European network of stores

Published
Feb 13, 2015

Edwin is building up its European presence. The Japanese brand, which has developed in Europe with the help of the company Work in Progress, is about to open its second store in London. Having opened its first location in the eastern part of the British capital at 47-49 Charlotte Road in Shoreditch, on April 25 it will open its new store at 25 Henrietta Street in Covent Garden.

Edwin’s store on Boulevard Beaumarchais in Paris (3rd arrondissement) | Photo: Edwin - - Visuel Edwin


The new location will be Edwin’s fourth European store. The brand also has two stores in Paris, the last opened in November with the help of its business partner in France, Franck Gunther. 

The brand is also preparing to roll out its retail concept in two new markets. Before summer, it is planning for an opening in Berlin and another in Milan. 

"We don’t have a clear strategy in terms of openings, but we would like to open more stores in the coming years," said Pierre Boisselle head of sales and marketing at Edwin. "They allow us to present our collections almost entirely, which is not the case in 90% of our distributors. What’s more, store openings are a great tool from a marketing perspective."

Edwin spring/summer 2015 collection - Edwin collection printemps-été 2015


The brand will focus on new stores while also opening shop-in-shops at distributors, developing new marketing tools and improving its window displays.

Today, the brand has some 900 clients in Britain, France, Italy and Germany. While it has not released numbers concerning its revenue, its sales grew by 15% in 2014—progress it intends to repeat in 2015.

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