Australian womenswear label Viktoria & Woods has launched a pop-up boutique in Harrods, London.
The space is positioned on level four and designed by creative consultant Bevan Roper. Founder Margie Woods said the retail venture is part of a broader international push for the brand.
“Simultaneously to growing our retail arm in Australia, the organic next step was to expand our presence in the international market across the UK, US, Middle East and Asia,” Woods said.
“The evolution of Viktoria & Woods online expanding internationally indicated the popularity and growing demand for a physical presence internationally. Creating the V&W experience for the global customer is at the forefront of growth strategy.”
The Harrods pop-up showcases the brand's capsule collection including tailored sets, shirting, light knitwear, trenches and its signature cupro offering.
In the United Kingdom, Viktoria & Woods is currently stocked in Harrods, Selfridges and ships internationally via its website. In Australia, the brand operates fifteen standalone boutiques, alongside eight David Jones concessions.
Woods said her team will continue to work closely with international retail partners to drive opportunities.
“We have a considered growth strategy for all our boutiques and aim to ensure we have a presence in key locations without dilution of the brand,” Woods said. “We believe we are well represented in David Jones across the country, so we may look to New Zealand as a next option.”
Viktoria & Woods was established in 2004 with a core range of Merino wool garments, which has since expanded into ready-to-wear collections that include denim, footwear, lounge and occasion wear.