Kikki.K moves into Selfridges

Kikki K ChadstoneKikki.K continues to establish itself in the UK market, opening its first concession within British department store, Selfridges, last week.

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Located in London’s Oxford Circus, the department store receives around 200 million visitors each year and will range a selection of Kikki.K products, which are also available via Selfridges’ online store.The move follows the opening of a pop-up store and permanent Kikki.K store in Covent Garden in December 2015.

Kristina Karlsson, founder and creative director of Kikki.K, told Inside Retail Weekly that she had been in discussions with the department store prior to opening their London locations. “After the immediate success of our first retail stores, which opened in December last year, we were very excited to take the opportunity to partner with them,” Karlsson said.

An admirer of Selfridges, Karlsson said the partnership is a “wonderful opportunity” to introduce more Londoners to the brand, as well as more global shoppers to Kikki.K via Selfridges’ online store. “I’ve always admired the passion Selfridges has for world-class customer service and retail innovation, and feel like this partnership is the perfect synergy of two like-minded brands,” Karlsson said.

Since arriving in London, Karlsson said the stores have been well received and the online business in the UK is, “growing at a crazy rate”. “It’s amazing to be in our store at James Street [Covent Garden], and now in our Selfridges space, and see customers in that excitable discovery mode,” Karlsson said. “We’re still very much focussed on giving more and more people the chance to get to know us – to let them have a first-hand experience with our brand; inspire and empower them to live their best life, every day.

“Our PR strategy has resulted in our brand being seen by over 200 million readers since our launch, and our social media engagement goes from strength to strength. Our Instagram account in particular — @ kikki.K — has a global following of over 240,000 and growing by the day.”

Once locations have been secured, further British expansion is on the cards for Kikki.K. “We’re certainly working on securing new sites for Kikki.K in the UK, with the best landlords and close to where customers are asking us to open,” Karlsson said. Kikki.K has 80 stores globally, across Australia, New Zealand, Singapore, Hong Kong and London.

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