TOAST ANNOUNCE RETAIL EXPANSION WITH NEW LONDON STORE
British lifestyle brand TOAST has recently announced the opening of a new store on London’s exclusive Kings Road, Chelsea. The store, which covers 850sqft, will house the brand’s Women, Men and House&Home collections and is the fourth London store. The Chelsea location is the eleventh store in the brand’s portfolio and is part of a recent London expansion strategy which also saw the opening of Marylebone High Street store in 2012.
Ryan Wolfe, COO of TOAST comments: “We are delighted to have opened a new store on the Kings Road’s emerging Dovehouse Parade. The shop’s launch reflects an important extension of the Toast brand to a locale and customer that together embody the design and quality for which Toast is known”.
The store design has been carefully crafted to maximise the layout of the original building. Features include a steel spiral staircase, luxury fitting rooms and a wall lined in Mediterranean Cedar of Lebanon timber, which beautifully scents the area. This particular timber has become a feature of the store, being used for plinths that house the clothing rails and window boxes. The use of natural materials extends to blackened ash floor fixtures, an oak floor and Clayworks’ clay plaster walls that bring further, subtle depth and movement to the shop’s layout and aesthetic. The hardware in the store – hangers, ironmongery, shelving and linings – are crafted from raw blackened steel which creates a delicate counterpoint to the robust timber furnishings.
The store currently showcases the autumn/winter 2014 collection. A special Christmas collection featuring handmade decorations, cashmere, sheepskin accessories and Nordic inspired knitwear will launch in November 2014. TOAST will celebrate the store opening on 1st October with an evening event for friends of the brand. To celebrate, independent distillers Sipsmith will be providing the cocktails, while Hansen & Lydersen will be serving their delicious cold-smoked salmon. The Flower Appreciation Society is dressing the shop with abundant displays of winter flowers inspired by the AW14 campaign which was shot in Sweden, Denmark and Iceland.