COVENT GARDEN is undergoing a retail makeover - overseen by a woman with an intimate knowledge of how London's many residents and visitors like to shop. Beverley Churchill - marketing and communications director of Capco, the property development company managing the overhaul - is a former marketing director of Selfridges."I took the logic of the department store with me to Covent Garden, thinking of the covered market as the ground floor with lots of colour and great food, and the streets off the piazza as different retail departments," she said. "We're definitely focused on luxury - but not exclusively. We want it to be a very democratic neighbourhood with a broad appeal."
The area has become a mecca for beauty shoppers over the last 12 months, with both Chanel and Dior opening standalone beauty stores - as well as MAC, Jo Malone and Aesop. Churchill asserts that more than half of Covent Garden visitors are London residents, WWD reports, and that "reconnecting with Londoners" has been key to the area's success - adding that rents in the area are around half those of Mayfair per square foot.
No comments:
Post a Comment