Latest news with #RachelBradburn
Fashion United
21-05-2025
- Business
- Fashion United
Byredo expands beyond London with Victoria Leeds flagship
Moving away from the typical London-centric trajectory of luxury beauty, Swedish fragrance house Byredo is preparing to open its first standalone store outside the capital — a 2,154-square-foot boutique in the heart of Victoria Leeds. This move marks a geographic milestone for the cult label, but also reflects the broader rise of niche beauty in regional luxury retail environments. The new space, located in Victoria Quarter — already home to Aesop, Jo Malone, and Mulberry — signals Byredo's confidence in the northern market's appetite for elevated beauty and lifestyle products. It follows the brand's successful concession within Harvey Nichols Leeds, where sustained footfall and strong sales performance provided a reliable proof of concept. Best known for its minimalist bottles and conceptual scent narratives, Byredo has built a loyal global following since its founding in 2006 by Ben Gorham. Acquired in 2022 by Puig, the brand remains emblematic of the niche fragrance category — one that continues to outperform the broader beauty market. According to market research firm NPD Group, prestige niche fragrance sales in the UK grew 13 percent year-on-year in 2023, compared to 7 percent growth in mass-market fragrance. This trend is further amplified by Gen Z and Millennial consumers, who are drawn to the artisanal positioning, perceived authenticity, and layered storytelling of independent brands. The Leeds opening will see Byredo expand its physical retail experience to include not only its core fragrance line, but also cosmetics, home goods, leather accessories, and small luxuries — part of a deliberate shift toward full lifestyle branding. The move dovetails with Puig's strategy of cultivating vertical retail experiences to drive both brand equity and margin control. 'The luxury nature of Byredo means they will be a perfect fit with our leading tenant mix," commented Rachel Bradburn, leasing director at Victoria Leeds. "Yet another strategic brand decision to launch its first standalone store outside of London. Byredo's flagship further cements Victoria Quarter as the go-to premier destination for luxury brands.' Victoria Leeds has been steadily positioning itself as a regional luxury hub, with recent arrivals such as Aesop and the announcement that sustainable womenswear label Nobody's Child will also open its first northern store there. These moves reflect a growing recalibration of retail geography, as brands increasingly seek to balance London flagship dominance with broader national relevance — and direct-to-consumer economics. For Byredo, the Leeds opening is less a test case than an assertion: niche beauty has matured, and its market is no longer confined to urban centres or online exclusivity. In a post-pandemic retail environment where experience, locality, and curation are gaining renewed importance, the move underscores a simple truth — niche is no longer niche. It's the new mainstream, and it's going regional.
Fashion Network
13-05-2025
- Business
- Fashion Network
Nobody's Child heads north with Leeds opening
Fashion brand Nobody's Child continues growing its wider store portfolio, this time heading north to open a 1,400 sq ft standalone store in Victoria Leeds/Victoria Gate. The Yorkshire store becomes the fashion brand's third location outside of London and will stock its full apparel collection alongside jewellery, accessories, fragrance and the brand's debut footwear range. Designed as a 'timeless and inviting space' the store will feature handmade joinery alongside vintage and reclaimed furniture selected by the NC team. Local Leeds suppliers have also been sourced to design bespoke signage. Jody Plows, CEO of Nobody's Child, said: 'Expanding our physical presence is part of our key growth strategy, allowing customers to experience our brand and collections in person.' Rachel Bradburn, Head of Leasing at centre operator Redical, added: 'Nobody's Child choosing Victoria Leeds for its Northern debut is a huge testament to the destination's reputation as the go-to spot for premium brands looking to make their mark beyond London. '[The brand] have been making waves across the industry – it was only a matter of time before they landed here.' The Leeds opening adds to Nobody's Child's growing retail presence, joining standalone stores in London's Covent Garden, Carnaby Street, and Spitalfields, plus St Albans and Brighton.
Fashion Network
13-05-2025
- Business
- Fashion Network
Nobody's Child heads north with Leeds opening
Fashion brand Nobody's Child continues growing its wider store portfolio, this time heading north to open a 1,400 sq ft standalone store in Victoria Leeds/Victoria Gate. The Yorkshire store becomes the fashion brand's third location outside of London and will stock its full apparel collection alongside jewellery, accessories, fragrance and the brand's debut footwear range. Designed as a 'timeless and inviting space' the store will feature handmade joinery alongside vintage and reclaimed furniture selected by the NC team. Local Leeds suppliers have also been sourced to design bespoke signage. Jody Plows, CEO of Nobody's Child, said: 'Expanding our physical presence is part of our key growth strategy, allowing customers to experience our brand and collections in person.' Rachel Bradburn, Head of Leasing at centre operator Redical, added: 'Nobody's Child choosing Victoria Leeds for its Northern debut is a huge testament to the destination's reputation as the go-to spot for premium brands looking to make their mark beyond London. '[The brand] have been making waves across the industry – it was only a matter of time before they landed here.' The Leeds opening adds to Nobody's Child's growing retail presence, joining standalone stores in London's Covent Garden, Carnaby Street, and Spitalfields, plus St Albans and Brighton.
Fashion United
12-05-2025
- Business
- Fashion United
Nobody's Child continues UK expansion with new Leeds store
British womenswear brand Nobody's Child is continuing to expand its store portfolio outside of London with the opening of a new store in Victoria Leeds, Victoria Gate. The new 1,400 square foot standalone Leeds store will open in June and become Nobody Child's third location outside of London. It will stock its full apparel collection alongside jewellery, accessories, fragrance and the brand's debut footwear collection. The store is being designed as a 'timeless and inviting space' and will feature handmade joinery alongside vintage and reclaimed furniture selected by the Nobody's Child team, as well as bespoke signage sourced from a local Leeds supplier. Commenting on the expansion, Jody Plows, chief executive of Nobody's Child, said in a statement: 'We are incredibly excited to be opening our latest store in Leeds, a vibrant city with a strong sense of style and community. Expanding our physical presence is part of our key growth strategy, allowing customers to experience our brand and collections in person. 'The new Victoria Leeds space reflects the essence of Nobody's Child – effortless, considered and accessible. We can't wait to welcome everyone in!' The Leeds opening adds to Nobody's Child's growing retail presence across the UK, joining standalone stores in London, including its flagship boutique in Covent Garden, alongside Carnaby Street and Spitalfields, as well as St Albans and Brighton. Rachel Bradburn, head of leasing at Redical, added: 'Nobody's Child choosing Victoria Leeds for its Northern debut is a huge testament to the destination's reputation as the go-to spot for premium brands looking to make their mark beyond London. 'They have been making waves across the industry - it was only a matter of time before they landed here, and we cannot wait to watch them thrive at Victoria Leeds.'
