Chopova Lowena Launches Unique Retail Experience with New East London Store

Chopova Lowena has officially opened its first permanent retail space, transforming their old studio in Deptford into a vibrant new destination on Teesdale Street, East London. The duo, Emma Chopova and Laura Lowena, envision this location as a community hub, nestled between popular spots like Columbia Road Flower Market and Broadway Market.

The store, which they describe as a "clubhouse," aims to create an immersive shopping experience that reflects their brand's unique aesthetic. "Retail is moving to more in-person shopping, especially in a bad economy. When people are going to spend their money, they want an experience, so we want to provide an experience," Lowena remarked.

The duo has invested months into crafting this space, with the help of designer David Pringle. The result is a cozy environment featuring built-in wardrobes, a stunning wrought-iron display table, and whimsical elements inspired by childhood forts. Customers can explore hidden doors, a secret mailbox, and even a string dispenser for creating Bulgarian good-luck bracelets.

A standout feature of the store is the skirt bar, where visitors can customize their own versions of the brand's iconic pleated kilts. Customers can select from a variety of fabrics, buckles, and charms, receiving bespoke pieces that come with a personalized plaque and certificate. Alongside these exclusive offerings, the Clubhouse collection includes more affordable merchandise, such as T-shirts and hats, aimed at making the brand accessible.

Chopova reflected on her inspiration from early 2000s retail experiences in New York, emphasizing their desire to blend high and low fashion, creating an inviting atmosphere for all. The shop will operate four days a week, with a team dedicated to ensuring a unique shopping experience.

This new venture allows Chopova Lowena to maintain a direct connection with their customers, selling at wholesale prices without compromising their unique vision. Rather than pursuing mainstream expansion, Chopova and Lowena are focused on preserving their niche identity, with plans to explore pop-up opportunities in cities like Tokyo and New York, where demand is strong.

Source: wwd.com