The new accessible fashion concept brand has chosen Bluewater for its debut standalone store following the success of its established online and concession presence.
The 3,616sq ft Vanilla flagship store represents the first time trend-led, well priced fashion labels Blue Vanilla and Pink Vanilla will have a bricks and mortar home to showcase their collections in full. Vanilla Bluewater will exclusively stock a new shoe and accessory collection, not available anywhere else.
Fashion-forward, on-trend womenswear brand Blue Vanilla aims to deliver stylish fashion. The London-based brand operates on a global scale, with their e-commerce site shipping to 150 countries globally, whilst the brand itself can be found in stores such as New Look and House of Fraser nationwide and on e-commerce platforms such as Next, Debenhams and Silk Fred. Pink Vanilla is a young fashion brand targeting the ages 14-24 and offers outfits for all occasions.
Michelle Burns, Head of Retail Stores at Vanilla, added: “We were very selective when searching for the ideal location at which to launch our encompassed Vanilla flagship store, and Bluewater, with its impressive array of retail names and strong experiential offering, is the perfect destination for us to launch at. We have built up a strong reputation with our Blue Vanilla and Pink Vanilla brands through e-commerce and strong sales through concessions, including Bluewater.”
