Page 29 - July 2020

See With Style “I think we need to remain positive about

retail. It is all about the experience and
offering something different, that’s where retail
The Taylor Morris brand was started to merge together the best of British design, a love of is falling behind. If we remain positive and
timeless Hollywood glamour and a rock and roll bohemianism. To learn more about this we innovate in how we offer the experience of
eclectic brand, RLI sits down with Co-Founder Nicholas Dellaportas to discuss the ideas retail, I believe there is a lot of life left in it”

behind the brand, its brand new flagship space and what’s next.

ounded in 2013 by three londoners, the brand of its new space in London are key strategic factors for the “We are looking at ways to attract different audiences and the
was born out of their inability to find the perfect brand moving forward. sustainability side of the brand is a way to do this, as we take it
sunglasses that reflected their personal tastes and “Ultimately, we are still targeting a certain number more into account than ever before. We’re building a five-year
Fstyles. This desire to create a pair of sunglasses that of sunglasses sold in the year, it is just that the last three plan; and we have already removed all single-use plastic from all
suited all of their needs and represent their West London months have impacted and delayed our ability to do this,” of our packaging. These are the measures that will build trust with
beginnings led to the inception of Taylor Morris. says Dellaportas. consumers and keep customers for a lifetime,” says Dellaportas.
In the last seven years the brand has been manufacturing One element of Taylor Morris that will not be affected A predominantly online business, Taylor Morris has taken the
modern takes on timeless classics, incorporating modern colours by the impact of Covid-19 will be the level of service to time to learn how best to communicate and show the brand
and intricate design details, all at an affordable price. Since day customers and the experience they receive upon entry. The experience through a digital platform. Dellaportas feels that
one they have maintained a commitment to creating the highest idea behind the space and experience is to make guests e-commerce and digital is key for the business and e-commerce
quality frames with a refined style and enduring appeal. to the store feel comfortable, somewhere people want to is where they want to focus and grow the business.
The journey to date reached a significant milestone last come to do more than just shop but have an experience So what does he feel to be the key drivers behind the
month with the opening of the brand’s flagship store and and spend time understanding the brand, and even have a success enjoyed by the company to date?
global HQ at 74 Golborne Road in the heart of London’s complimentary cocktail or coffee. “That’s always a good question. I feel the quality of our
famous Notting Hill. Opened on the 15th June, the space “The way I would like people to think about it is we are product has always stayed at the forefront of what we do. I also
offers the always excellent service and attention to detail offering the personal shopping experience for everyone, believe the friends and partners that we’ve made and worked
accustomed with a Taylor Morris experience, but set in a whether you are coming in for a browse, whether you are with over the years has been unbelievable, have really helped us
socially distanced environment and with a complimentary coming in to buy ten pairs – it is something that anyone can and been a key essence of what we’ve created here.”
bespoke appointment service. enjoy,” highlights Dellaportas. Despite the recent troubles and difficult circumstances, the
“This kind of HQ that incorporates a retail space as well In the preceding months before the Coronavirus pandemic, Co-Founder remains excited by the coming year and feels
as the whole team under one roof is something that I’ve the company had been focusing on a relaunch through its like the brand now completely understands what works and
always wanted for the brand,” explains Nicholas Dellaportas, new flagship store and had been planning extensively for this. what doesn’t. He does feel international expansion is going
Co-Founder of Taylor Morris. “The brand is from London so They were in the process of an excellent build up to opening to be more challenging without being able to travel and
to have our space here, and to be able to have the retail before the virus broke out across the country. having the opportunity to present the concept to potential
space on one floor and the team on another was too good Dellaportas feels that the business will maintain customer partners, but it is a challenge that he will embrace.
an opportunity to pass up.” trust moving forward through the launch of this flagship and “I think we need to remain positive about retail. It is all
Like the rest of the retail sector, Dellaportas has had to the fact they have a permanent home for the first time. The about the experience and offering something different, that’s
review the objectives for the company in the coming months, quality of the products they make and the price point at where retail is falling behind. If we remain positive and we
and he highlights that digital and online has become even which they sell them is another pivotal factor in maintaining innovate in how we offer the experience of retail, I believe
more important and these, along with the implementation this relationship with guests. there is a lot of life left in it,” concludes Dellaportas.

20 RETAIL & LEISURE INTERNATIONAL SEPTEMBER 2019