Ralph Lauren has unveiled its new European flagship store for sub brand Polo Ralph Lauren on London’s Regent Street.
Timed to coincide with London Fashion Week, the new opening is part of Ralph Lauren’s ongoing plans to ‘streamline’ its rostra of brands and attract an edgier, cooler customer to Polo.
The 17,560 sq ft store spans three floors and offers everything from women’s accessories to a small range of kidswear. It follows the design concept of the brand’s American flagship on Fifth Avenue, Manhattan, featuring dark wood, trunks and leather.
Personalisation is a big part of the Regent Street store. As well as selling customisable beaded straps for its Sullivan Saddle bag, the store is home to the first Polo Custom Shop. Men’s, women’s and kid’s wear items can all be customised by changing fabric colours and adding crests or monograms. Products are personalised on site and are available for collection within an hour.