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Toast opens new store in Hampstead

Womenswear brand Toast has opened a new store in London’s Hampstead village, a short walk from Hampstead Heath.

It is the retailer’s fifth branch in London and the 12th across the UK since it opened in west Wales in 1997. It also has a presence in 14 John Lewis department stores. 

As part of the Hampstead launch, Toast has asked six illustrators to create an unfinished drawing on a postcard, which customers will be invited to complete however they like. 

There are also plans to host a programme of talks, in-store events and workshops, positioning the new store as a community hub. 

Chief executive office Suzie de Rohan Willner, who joined the company in 2015 from FitFlop, said: ”It matters to us that our stores are more than simply shops for women and that they complement their locale. We hope to offer our customers respite from their busy days, creating places of calm and connection that provide meaningful experiences and foster thoughtfulness.”

Earlier in 2018, French Connection sold its stake in Toast to Danish fashion house Bestseller, in a deal worth £23.3m. 

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