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Cath Kidston puts new flagship store in the context of its digital-first strategy

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Cath Kidston this week reopened its flagship – and only – store and set out how it will operate as part of its new digital-first strategy.

The retailer expects ecommerce will account for 85% of its sales in years to come, and says its 180 Piccadilly site will be the place where customers can explore its brand in a physical environment. 

The retailer aims to reflect consumer demand in-store. At the moment, some 45% of sales are from the home and kids categories, as shoppers spend more time at home during the Covid-19 pandemic. Cath Kidston says it has also streamlined its product range, with a focus on key products and on easier ways to buy. The store  features concepts focused on beauty and wellness, home entertaining, and has a bespoke haberdashery with  fabric by the metre, as well as a Christmas Gift Emporium. 

Holly Marler, creative director at Cath Kidston, says: “The Cath Kidston ethos is rooted in creating beautiful, functional pieces curated to bring everyday moments of joy, and that’s exactly what we’ve brought to life in 180 Piccadilly. My team and I are delighted to welcome our loyal customers to this home from home – a store that celebrates all things Cath Kidston and is a cornerstone of our future plans for the brand.”

Cath Kidston, rated Top350 in RXUK Top500 research, traded from 60 shops around the country until April, when it went into a pre-pack administration and was bought by Baring Private Equity Asia. Now it trades from a single, three-storey shop.

Melinda Paraie, Cath Kidston chief executive, says: “London is at the heart of our brand and we are thrilled to introduce the newly reimagined 180 Piccadilly to our customers, just in time for Christmas. We are confident that our customers will recognise and love the quality and craft of the products in a highly curated environment, relatable to today’s lifestyle.”

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