The Cherry Moon, the online fashion retailer for luxury and emerging brands, has chosen London’s King’s Road for the opening of its first physical store. Due to launch next month, the shop will have a “chic-minimal” decor and feature an in-store bar area, which will also be used as an event space.

The move is part of The Cherry Moon’s expansion strategy which includes the potential opening of more store across the UK. Jevz Nair, co-founder and head of technology at The Cherry Moon, said: “Being an online-first business, we felt perfectly placed to swim against the narrative, launching a high street presence once we knew that there was an appetite for a blended online and physical approach to retailing. We have ambitions to develop our bricks and mortar portfolio in the UK and internationally, and we’re greatly pleased to be marking this with an initial store in Chelsea.”