Matchesfashion.com Opens Physical Store

E-commerce retailer Matchesfashion.com (London) today debuts its new London store at 5 Carlos Place. The luxury boutique – which is being billed as a “concept space” – has a strong emphasis on personalized experience, offering shoppers intimate moments, inclusivity and a global outlook, the company said, according to Women’s Wear Daily.

The 7000-square-foot location spans five floors and includes private shopping suites, a kitchen with a chef’s table (run by Italian café Marchesi), a courtyard and a broadcasting hub. The retailer’s goal was to provide a wide array of experiences under one roof, while acting as a place to host events.

Matches has also incorporated interactive digital experiences within the store. Along its staircases, shoppers can scan artwork with their smartphones to reveal video content revealing background on the artists who created the works. Customers will also be able to utilize a personal shopping feature within the store, scanning a barcode as they arrive to “sign in,” be provided a tour of the boutique, then have items curated for them using their digital wish lists and purchase history.