LONDON — Studio Nicholson, the coed British brand known for its fluid tailoring and fine fabrics, is continuing its global expansion as part of its 15th anniversary celebration with a third London store in Marylebone and the launch of a Tmall flagship to better serve Chinese customers.
The 700-square-foot Marylebone location is a new, pared-back store concept first revealed in its East London spot last December.
Nick Wakeman, founder and creative director of Studio Nicholson, said she has always had a natural affinity for the affluent area in Mayfair.
“Studio Nicholson has lots of friends in Marylebone. There’s nothing quite like this neighborhood; it has such a strong cultural identity and international appeal, yet there’s a tight-knit local community, so there’s always been a feeling of closeness and familiarity,” she said.
“In that sense, Marylebone is unique, and we are very happy to be joining such a significant part of London culture,” Wakeman added.
Last week the brand also launched its official flagship on Alibaba’s business-to-consumer platform Tmall to better connect with the Chinese market, where the brand is stocked in more than 50 wholesale partners. The online store carries a range of ready-to-wear pieces for men and women, leather bags and footwear.
The China online business is managed by Buy Quickly, a leading operation service provider with a wide array of clients across the fashion, sports and beauty sectors.
According to Mark Suddards, chief executive officer at Studio Nicholson, Buy Quickly has shown “a true understanding of our brand and there’s a clear synergy and shared vision between our two teams, particularly the ambition to fulfil the potential of the successful growth we’ve achieved so far in China.”
Wakeman added that the Tmall launch enables the brand to connect with Chinese customers in a more meaningful way.
“The opportunity to showcase our collections as a reflection of our true brand identity is incredibly important to us; rolling out our own e-commerce style and experience, customized to the Chinese market,” she added.
Anny Liu, general manager of Tmall Luxury Pavilion, said: “Tmall leverages a series of precision operational strategies to support niche designer brands in their expansion in China. By converting social media audiences into core customer assets for Tmall flagship stores, we aim to translate the brand’s ethos and cultural values into broader market resonance and drive long-term growth through integrated online-to-offline strategies.”
Following the London opening, the brand will open its second Japanese store in late 2025, as well as international pop-ups in major department stores across Asia and the U.S.
In South Korea, where the brand currently has four mono-stores via a partnership with Samsung, Studio Nicholson will add another location as well.
It currently has a total of more than 250 global stockists.