Spain’s Byan launches three-month London pop-up

Spanish fashion label Byan is set to open a three-month pop-up boutique in the heart of London’s Covent Garden. The Henrietta Street standalone store will showcase the brand’s Autumn/Winter collection from 12 November until January.

Image: Byan

The new season collection spans plaid coats and jackets in 100% wool with cotton velvet detailing, plus mix-and-match tailoring alongside separates and dresses with prices ranging from £140-£360.

It becomes Byan’s first standalone retail presence in London “offering customers the chance to shop the full collection in one place”.

Founder and CEO Andrea Moragues said: “London has always been a city that inspires us [and] Covent Garden is renowned for its vibrant blend of heritage and modernity so it felt like the perfect destination for us to launch our new boutique.”

Whether it’s test-marketing a move into physical retail or a way of introducing a digital-only brand to a wider audience during retail’s busiest trading period, pop-ups have become a regular feature of the Christmas landscape.

And the most recent crop of brand openings include premium Italian knitwear label Artknit Studios choosing upscale Draycott Avenue in London’s Chelsea for its pop-up, sustainable fashion brand Omnes is set to open a temporary store at Redical’s Victoria Leeds, marking the retailer’s first space outside of London, Cornish cold-water surf company Finisterre opening a dedicated pop-up space in London to 21 December and digital fashion brand Arne is opening on Soho’s Carnaby Street from 1 November.